DNA Green Group has a new name: Dümmen Orange. The company revealed the new name, the logo and the brand values of the company at all facilities in 16 countries on Thursday April 23. The well-known corporate brands Lex+, Bartels, Terra Nigra, Dümmen Group, Agribio China, Agribio Colombia, Oro, PLA as well as the production locations are changing their identity immediately to Dümmen Orange.Other established brands likeRijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet& Blanc will convert over limited time.
Biense Visser (CEO) “All companies, that have been acquired, have a rich and successful history. We have always tried to respect that heritage. Doing so, we created confusion for our customers. Our employees expressed a preference for a more uniform approach to the market too. That is why we have chosen for the strategy with one large umbrella brand, that embraces the entire product portfolio. Dümmen Orange will therefore take the place of all these established names."
Better for everybody
“The advantages for our customers are clear,” according to Visser. “It will be easier to find our products, there will be less catalogues, there will be one company website and we are going to invest more in our account management. Customers will be able to find all of their products in one stop. We are creating one face to the world, even more focus on our customer demands and the development of successful products. Exactly where our focus needs to be.”
The brand values have been developed with a group of 15 marketeers and sales representatives throughout the world. Biense Visser explains: “The brand values clearly state what we believe in, what we stand for and what we strive for. We stand for a people and environment friendly approach. We build on the knowledge, skills and experience that the companies have developed in the past. That remains the trusted foundation towards the future for our customers. We strive to create innovative solutions – by thinking inside and outside of the box – to make it better for our customers and their customers. All teams within our company strive to advance every day. Next to this we cherish the role our products play in people’s lives. Everything we do in the future will have to support these brand values.”
Dümmen Orange is one of the leading companies in breeding and development of cut flowers, potted plants, bedding plants and perennials. The turnover in 2014 was $180 million. The company employs more than 6,000 people worldwide. Next to a large marketing and sales network, Dümmen Orange also has a strong network of production locations. The key to the success of Dümmen Orange is a wide and deep product range that is supported by a global supply chain. The company embraces its social responsibility and invests in the health, safety and personal development of the employees.