Total Produce has announced the restructure and rebranding of its import and retail division Redbridge Worldfresh, in the latest phase of the “Totalisation” of its companies.
Total Worldfresh will provide umbrella management and support for all businesses within the division. The changes are as follows:
• Redbridge Worldfresh and Redbridge Produce Marketing cease to be used as trading names.
• The Summerfruit Company is rebranded as Total Berry UK and forms part of the pan-European soft-fruit business.
• Total Cherry, Total Fruit and Total Exotics are to focus on their respective activities.
• Total Import is to focus on non-retail activity.
Denis Punter, executive chairman of Total Produce UK, said: “The business has grown substantially and it is appropriate now to create new focus that will provide clarity for our customers and suppliers. We believe these changes make our business focused and fit for purpose.”
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