DLF-TRIFOLIUM to Rebrand
22 October 2015 | 0
DLF-TRIFOLIUM will change to DLF – a more simplified company name and a refreshed logo. Together they reflect the heritage, unity and the vision of the company. In every grass-growing market that DLF operates, the company claims to have become a premier brand with loyal customers across the world, thanks to the decades of research and development which underpins everything they do.
‘The DLF path to growth is about seeds, growth and science and has brought together many grass-seed businesses. Now is the time to draw those strands together – to unify the company values and heritage under a single company name and logo’ according to DLF.
DLF’s organic growth, driven by the Group’s focus on seeds, science and service, has been supplemented by a series of astute mergers and acquisitions. Since the formation of DLF-TRIFOLIUM in 1988, turnover has increased more than tenfold. The company has acquired leading industry names such as Perryfields in Britain, Cebeco Seeds Group in the Netherlands, and the Pickseed companies in Canada and the United States.
As Truels Damsgaard, CEO of DLF, explains, growth through mergers and acquisitions can have disadvantages. “We had reached a point where the DLF identity was becoming blurred by the many different names and logos under which we were operating throughout the world,” he says. “We felt that it was time to unite the DLF family under a single world-recognisable identity with a new name and logo.”
As a result, all former company names, including Innoseeds, Prodana, and even DLF-TRIFOLIUM, are now gone. All have been replaced by the DLF name and a uniform DLF logo. “By adopting a single name, DLF becomes a more cohesive unit with a common identity in a competitive, globalised market. It makes us instantly recognisable and helps us communicate what we stand for in a way that is independent of nations and cultures,” adds Truels Damsgaard.
Guy Jenkins, consumer manager for the UK’s most recognisable and respected lawn seed brand, Johnsons Lawn Seed, added: “The announcement of the new DLF brand marks an exciting time for us all. It not only showcases our ongoing commitment to the future of the business, but it also demonstrates that we are also open to change, and will continue to evolve to better suit the needs of the markets which we operate within. The new branding will no doubt provide a cohesive approach across Europe, helping all our customers to feel absolute confidence when purchasing any of the brands under the DLF umbrella.”