egbert kruiswijk and lunenburg now to be called westfort meat

PRESS RELEASE
EGBERT KRUISWIJK AND LUNENBURG NOW
TO BE CALLED WESTFORT MEAT PRODUCTS
New name and logo unveiled to staff amid much fanfare
Oudewater/IJsselstein, 1 May 2014 – From today, Lunenburg Vlees and Egbert Kruiswijk Vleesproducten will officially start trading under the joint name Westfort Meat Products. This is being
revealed to the company’s staff today, amid much fanfare. As well as the new name, a new logo
will also be unveiled, which will be gradually phased in by all the business units. The various consumer concepts will remain unchanged.
Homage
The two companies will be adopting the name of their jointly-owned slaughterhouse in Gorinchem.
Open since 2003, the slaughterhouse was an important element of the intensive cooperation between
the two businesses, which ultimately resulted in a full merger in 2013.
“We’re a little bit sad to be saying goodbye to our old names. They’re names we’ve been using with
pride for many years. But a new direction calls for a new name. Westfort is a name that’s an homage to
the many years we’ve spent working together, and it’s a fitting symbol for our joint future.”, says Egbert
Kruiswijk.
Short lines and focus on specialisation
Now that the two businesses have pooled their resources, the new Westfort is a highly specialised pork
meat processing company offering the full range of meat processing services: buying pigs from the
farmer, slaughtering, meat processing, producing cold meat products, and delivering meat to butchers,
supermarkets, restaurants and cold meat product companies in the Netherlands and far beyond. The
company has short lines and every specialism in house. On top of the usual channel, there are currently
another five different product lines on offer:
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Sustainable pork with the Sustainable Pork Value Chain label
Organic pork from Deli Harmony
Local products from Friberne Kruidenvarken
The IJsselland cold meats line
Organic cold meats from St. Hendrick
Piet Lunenburg says: “Westfort is an artisanal yet innovative company. We have a rich tradition of working with pork. We’re a company that grew out of family businesses, and treasures its history, but also
looks to the future.”
With an accumulated annual volume of approx. 1.4 million pigs, Westfort has roughly a 10% share of the
Dutch market. The new company has branches in Oudewater, IJsselstein, Hedel and Gorinchem, with a
workforce of over 600.
Attachments
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Westfort logo in *.eps and *.png format.
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Photo of the unveiling of the new name
to staff in IJsselstein.
(free for publication)
Contact
Jaap de Wit Sr.
Telefoon: +31 348 565 208
E-mail: [email protected]
Web: www.westfort.nl

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