Dutch fresh produce inspection company Expertisebureau Harmsen & De Groot, which specialises in surveys and quality controls for fruit and vegetable shipments, is to change its name to HDG – the fruit consultants, Eurofruit has learnt.
While legally retaining the official name Expertisebureau HDG, the Rotterdam-based group will trade under its new moniker from 1 August onwards.
The aim of rebranding the company, which was established in 1981 and today enjoys a strong reputation within the European import business, is to ensure it moves with the times and continues to improve, according to chief executive Otto de Groot.
'It is time for a change,' he commented. 'By changing our name, logo and print media we want to present a fresher image that meets the demands of modern times in this fast-changing environment.'
He added: 'It's been on my mind for a while, but now it is finally happening and I'm excited to modernise this company.'
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