DNA Green Group Renamed Dümmen Orange
The DNA Green Group recently announced that it has been renamed 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 like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over time.
Biense Visser calls it a logical next step. “Each of these acquired companies has 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 a strategy with one large umbrella brand embracing the entire product portfolio. Dümmen Orange will, therefore, take the place of all these established names.”
“The advantages for our customers are clear,” according to Visser. “It will be easier to find our products, there will be fewer catalogs, 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’s 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,” Visser said. “We build on the knowledge, skills and experience that the companies have developed in the past. This 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. Sales in 2014 were $180 million. The company employs more than 6,000 people worldwide.
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