Large-scale supplier Flamingo has changed its name and been rebranded.
Flamingo Holdings and its sister company Homegrown in Kenya will be rebranded Finlays as part of an exercise to “standardise and simplify” the Finlays Group image.
Finlays purchased the Flamingo Group in 2007 and acquisition brought with it many different brands and logos.
The Finlays Group has a turnover of £611 million with 39,000 employees and is a well-respected global brand, with a more than 250 years of heritage.
Finlays’ horticulture business is made up of 30 per cent pre-packed and prepared vegetables and 70 per cent flowers, 40 per cent of which are produced on the Finlay Group’s six farms in Kenya and the balance from Holland, South Africa, Guatemala, Peru, Thailand and UK, according to the Fairtrade Foundation.
Martin Hudson, CEO of Finlays Horticulture Holdings, said: "Finlays has demonstrated confidence in Horticulture through continued investment in its people, infrastructure and products. In parallel our values are aligned and we are pleased to be part of a vertically integrated and geographically diversified group taking a leadership role in sustainability.”
The company added in a statement: “There will be no changes in the way we conduct business or to our commitment to provide our customers with quality, value, service, innovation, insight and sustainability. There will also be no change to the underlying legal entities.
“Our aim is to be a preferred business-to-business supplier for all our customers providing natural, sustainable and reliable products/services that enhance people’s quality of life and represent good value for money.”
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