New brand strategy declares the future direction  

TOMRA Food's new brand strategy highlights the value it creates for customers and food production worldwide, spotlights the ambition it shares with customers, and creates cohesion with past business mergers and acquisitions.  

To align TOMRA Food's operations, which have grown over the years with mergers and acquisitions, two businesses acquired by TOMRA in 2018, Compac and BBC Technologies, now adopt the TOMRA Food brand name. These will form a newly-created business area, TOMRA Fresh Food, while TOMRA Food's other operations become part of the TOMRA Processed Food business area.   

And to affirm TOMRA Food's commitment to work even closer with growers, packers and food processors to optimize food production, bit by bit, the TOMRA Food brand name will now be accompanied for the first time by a tagline: 'Every Resource Counts'.  

Mr. Picandet explained: "We are now presenting our brand to recognize how our business areas and our customers are stronger together. Our revised brand story also reflects how TOMRA Food has set out on a more clearly defined path by reformulating strategy in the last couple of years. This strategy is based on three pillars: on growth, to grow the business faster and better; on excellence, to be best-in-class in everything we do; and on talent, to take care of our people and support their development. Updating our brand story will also help attract new talent to TOMRA." 

Premium sorting solution for frozen Fruits and Vegetables

At the third of the four media hotspots, TOMRA Processed Food launched the TOMRA 5C premium sorting machine with biometric signature identification technology for frozen Fruits and Vegetables. This machine is located on the processing line between the IQF tunnel and the packing station to make final checks for food safety and product quality. The sorter recognizes and removes any remaining foreign material, extraneous vegetable matter, and hard-to-detect product defects.  

Compared to its predecessor, the Nimbus, the TOMRA 5C further enhances sorting efficiency and yields; is easier to clean and to keep running in optimum condition; and has a 5-10% greater capacity. 

TOMRA 5C's abilities demonstrated 

So that members of the media could witness the impressive capabilities of the TOMRA 5C - and see how the TOMRA Insight data platform adds value to processing - TOMRA's fourth hotspot staged a demonstration of the machine. Broadcast online and live from TOMRA's Test Center in Leuven, Belgium, this was one of four demonstrations run over the three days of the exhibition. 

The TOMRA 5C was tasked with sorting IQF green beans, IQF mixed Vegetables, and IQF Fruits. Each demonstration showed how this premium sorter detects and ejects typical FM (foreign material) and EVM (extraneous vegetable materials), including hard-to-find product defects. The audience in Berlin was encouraged to put questions to the engineers in Belgium. 

Online machine demonstrations have become popular with potential purchasers of TOMRA's machines during the COVID-19 pandemic because they can be conducted remotely and with total transparency. These tests conclude with the production of a highly detailed report of the test results.