Hedegaard Foods changes its name to DAVA Foods
As of 1 November 2015 all subsidiaries of the DAVA Foods group in Denmark, Sweden, Finland, Estonia and The Netherlands will share the same name: DAVA Foods.
The name change is accompanied by a new logo for the entire group. Group CEO of DAVA Foods, Ivan Noes Jørgensen, comments:
New name reflects real-life synergies
“Today we operate seven companies in five countries, so the time was right for us all to share the same name. The name change makes the synergies within the DAVA Foods group more immediately apparent to our customers: we can service them in several different countries, and we operate at a level of volume and innovation that has considerable advantages for them, too. We act as a united organisation, not as stand-alone companies, and our name now reflects that.”
Local brands remain
Ivan continues: “While those who deal directly with DAVA Foods will certainly notice the change, end-users and consumers will not see much difference. All local brands remain; for example, the eggs supplied by DAVA Foods in Denmark will still be marketed under the well-known local HEDEGAARD brand. The only consumer-oriented change will be seen in Estonia, where a new brand, EGGO, is introduced.”
Logo change – from blue to green
The name change involves the introduction of a new group logo and a new logo colour: we go from blue to green.
“DAVA Foods is very ambitious in its efforts to promote organic farming and organic foods, and we also promote environmentally responsible business conduct in other ways. All these activities are based directly on our customers’ wishes, and we wanted our new logo to reflect our commitment to environmental issues and animal welfare. Hence the change from blue to green,” says Ivan Noes Jørgensen.
Ready for a broader product portfolio
The logo change also serves another purpose: DAVA Foods is venturing into new business areas – including processed meats, convenience foods, protein drinks and rapeseed oil – and the new logo can encompass this wider range of activity.
“At DAVA Foods we will offer an even wider food product portfolio in the future, and our new logo allows for more flexible, individual product branding, says Ivan Noes Jørgensen.
Owned by co-ops
The name DAVA Foods has its roots in the Danish co-op culture, specifically in the two farmer-owned agribusiness and feedstuff companies that own DAVA Foods. This is no coincidence, explains Christian Junker, chairman of DAVA Foods.
From farm to table
“DAVA Foods is owned by approximately 15,000 Danish farmers through the co-ops Danish Agro and Vestjyllands Andel. By being based on the initials of the two co-ops, the new name reflects how DAVA Foods operates within all aspects of the agribusiness and food sectors – from farm to table,” says Christian Junker.
“The new logo incorporates imagery that is used by all companies in the Danish Agro group, and this will also make it easier for all suppliers and partners of DAVA Foods to clearly see that the company is part of an international group.”