Company News
Re-branding Unveiled in United Kingdom
01/02/2010
In the 3 years following the acquisition of Redbridge by Total Produce, Europe’s leading fresh produce provider, there have been a number of strategic changes and acquisitions within the UK business. As part of this business evolution, we are pleased to announce the restructure and rebranding of the retail and importing division, previously Redbridge Worldfresh. As a consequence of this all retail and import operations will fit under the umbrella of Total Worldfresh.
Total Worldfresh will provide management and support for all of the businesses within the division and provide a platform to achieve our growth aspirations in this important sector. At the same time, where appropriate, businesses will be grouped into areas of product expertise in order to create a series of focused entities capable of supporting growers and customers in a specialised and cost effective way. The new structure is shown on the attached chart below.
Effective from 1st February 2010, the main changes are as follows:
· The Summerfruit Company will be re-branded Total Berry UK and this will form part of the pan European soft fruit business Total Berry and reflects our strengths and focus within this area. Ian Waller will manage Total Berry UK.
· Total Cherry will be created to focus specialist activity within the cherry and stone fruit categories. This business will be managed by Jon Clark who joined Total Produce last year.
· Total Import will be created to focus on non-retailactivity across a range of fresh produce categories including imported salads and vegetables, some fruits and catering berries and will encompass the offices in Tolworth, Tunbridge Wells and Valencia in Spain.
· Total Fruit will link together the retail and non-retail operations in the UK and will focus predominantly on apples, pears,citrus and grapes.
· Total Exotics will encompass the specialist exotic fresh produce business within the retail and non retail categories.
Following these changes Redbridge Worldfresh and Redbridge Produce Marketing will cease to be used as trading names.
At the same time the following people changes will take place:
· Richard Parke-Davies will be appointed Chief Operating Officer of Total Worldfresh and will be responsible for the day to day operations and control of the businesses within Total Worldfresh. In addition, Ian Waller will be appointed to the Board of Total Worldfresh.
· Larisha Engelbrecht will be promoted to the new position of Commercial Director of Total Worldfresh and will take on an increased responsibility for supporting the commercial team in the delivery of their business plans in additions to the systems, finance and accounts supports functions.
· Tony Ganio will be appointed to the newly created position of Business Development Director and will be responsible for developing Total Import.
· Morgan Barrett will be promoted to Commercial Manager and will manage the team responsible for the non-retail trading activity of the fruit desk within Total Fruit whilst Orchard Direct, managed by Tony Gardner who joined Total Produce last year will manage the retail operations of Total Fruit.
· Nick Bainbridge will be promoted to Commercial Manager responsible for the non-retail trading activity of Total Exotics.
Denis Punter, Executive Chairman of Total Produce UK said of the restructure: “The business has grown substantially both organically and through acquisition and it is appropriate now to create new focus that will provide clarity for our customers and suppliers. Fresh produce continues to go through substantial change and it is critical that the business model we operate is lean and responsive to market condition. We believe these changes make our business focused and fit for purpose and will provide a platform for further growth.”
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For further information please contact Joanna Lutkinat Total Produce on 01733 383908 or email: jlutkin@totalproduce.com
The Re-branding of Business Units
