Fiske Becomes Univar Food Ingredients

28/09/07 Univar, the world-leading distribution company, has announced a new European brand identity for the food ingredients arm of its business which now becomes Univar Food Ingredients. Previously operating as Fiske, the decision to establish closer links with the parent company follows extensive market research which highlighted strong recognition of the Univar brand. The move is central to Univar’s corporate strategy to strengthen its position in the food, beverage and nutrition sectors.

“Univar Food Ingredients captures the stability of a global brand and combines this with clear industry focus and understanding,” comments John Phillpotts, President, Univar Europe. “Its official launch at FIE 2007 allows us to communicate the move at the food industry’s premier trade event. It provides a suitable platform for us to firmly establish the new brand identity and outline its relevance to both customers and partners.

“Our aim is to align our business goals with customer requirements – simplifying their business by giving access to a comprehensive range of quality ingredients and additives from the world’s most innovative manufacturers. A service which not only guarantees efficient delivery in a price-driven market, but also adds value by offering specialist technical support and bringing the latest ingredient developments direct to their door. We wanted to retain the operational values of Fiske but within the context of a global distribution group. Changing the name to Univar Food Ingredients is an important part of this positioning strategy and a logical next step.

“Constantly reviewing our performance in the context of regular customer feedback is fundamental to our success. We invested in market research at what we felt to be a crucial point in the development of our food ingredients business. The results have given us vital information which will underpin the future direction of the food division and bring further benefits to customers and partners alike.”

The new Univar Food Ingredients brand will be visually communicated via a strong logo which works in synergy with its parent company’s global position. The transition from Fiske to Univar Food Ingredients took place 25 September 2007. The organisation retains all current employees, logistics and infrastructure, with no change to communication channels or contacts.

Univar Food Ingredients is the European distribution arm for Univar’s food ingredients and additives business. Univar Food Ingredients employs over 145 people and currently operates in 17 countries across Europe. Distributing over 2000 quality ingredients, supplied by over 100 leading global manufacturers, Univar Food Ingredients integrates responsive and efficient delivery with technical support, sales and marketing – making it a ‘one stop shop’ for the European food manufacturing industry.