DNA Green Group has a new name: Dümmen Orange. The company revealed its new name, logo and brand values at all of its 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 identities immediately to Dümmen Orange. Other established brands like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over limited time.
The company’s CEO Biense Visser calls it a logical next step.
“All companies that have been acquired have a rich and successful history,” Visser says. “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 one large umbrella brand that embraces the entire product portfolio. Dümmen Orange will take the place of all these established names.
“The advantages for our customers are clear. It will be easier to find our products, with fewer catalogs and 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 marketers and sales representatives throughout the world, Visser explains.
“The brand values clearly state what we believe in, what we stand for and what we strive for,” he says. “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 toward 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.
Watch the brand’s launch video to get a sneak peek of what’s in bloom on the Dümmen Orange website.