TOMRA announces unified branding for its machines

TOMRA Sorting Food announced that its sorting, peeling and processing systems will now be branded TOMRA.

The names of all the machines will no longer contain the names ODENBERG and BEST, the two organizations that the group acquired in recent years to establish and expand its food business.

TOMRA bought Ireland-based ODENBERG in 2011, acquiring unique patented technology and leading positions in several fast-growing food sorting and processing industry segments. In 2012, it purchased BEST Sorting, whose headquarters were in Belgium, becoming the world’s leading food sorter supplier and gaining an expanded technology portfolio.

“This is a real milestone, in terms of integrating three identities into one and promoting the umbrella TOMRA brand,” said, Björn Weyts, marketing manager for TOMRA. “We formerly had two prominent and respected names in ODENBERG and BEST, and now we have one strong identity in TOMRA.”

TOMRA Sorting Food’s systems, such as the Genius optical machine, Field Potato Sorter and Nimbus free-fall solution will retain their individual names under the new arrangements. The previous ODENBERG Halo will therefore now be known as the Halo from TOMRA Sorting, for example.

Ashley Hunter, senior vice president and head of TOMRA Sorting Food, said the new branding reflected a wider culture change within the organization.

For more information, visit TOMRA's website.