Pork Farms Group becomes Addo Food Group
Pork Farms Group has been rebranded as Addo Food Group.
Meaning ‘to inspire’ in Latin, Addo will be the group’s new identity as it looks to grow following the acquisition of the chilled savoury pastry business of Kerry Foods in 2014.
The Kerry acquisition means the group has added the Poole Bakery in Dorset and Spalding Bakery in Lincolnshire.
Chris Peters, group managing director of Addo Food Group, said: “Addo is the new name for the former Pork Farms Group and means ‘to inspire’, representing how we think and the relationship we have with our people and our customers. At Addo we have a true passion for food and this is evident in the quality, taste and range of our products.
“With the recent addition of new sites and brands following our acquisition of Kerry’s chilled savoury pastry business, we wanted a new group name to represent our identity as a forward-thinking and innovative food company, and to allow us to demonstrate our new breadth of products and brands.
“With roots that stretch back more than 160 years, Addo has established a long-trusted tradition of providing delicious, high-quality food, produced to the highest standards, using the best-quality ingredients. And as a forward-thinking company, we are always looking to the future and using consumer insight, exciting new techniques, and pioneering research and development to change the boundaries of our category.
Addo sells 256 million products every year under both its own brands and the brands of its major retail partners and has sales revenues of £270m and a market share of 34%.
The new brand is being launched through new signage across the Addo estate and will also see its Queens Drive business unit (home of Pork Farms Pies) in Nottingham renamed as Tottle Bakery and its Shaftesbury site rebranded to Dorset Foods.
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