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: • • • • • 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 • Westfort logo in *.eps and *.png format. • 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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