Strategic transformation: All TOMRA companies to be brought together under one brand

TOMRA has been a leader in resource optimization for four decades, but at no time has our leadership in creating a sustainable economy been more critical than it is right now. As part of our work to constantly improve our own practices and make the most of our internal resources, the management of TOMRA has decided that the Group will undergo a strategic transformation, where all TOMRA companies are to be brought together under one brand

During this transformation process, the various daughter companies will be gathered within two business areas: Collection Solutions, comprised of Reverse Vending (TOMRA) headed by Håkon Volldal and Compaction (Orwak) headed by Stefan Ek, and Sorting Solutions, comprised of Recycling (TITECH), Mining (CommodasUltrasort), and Food (Odenberg), headed by Rune Marthinussen.

Why the strategic transformation?

Until now, TOMRA has been organized as a collection of entities operating under different brand names - but still working for the same cause. We are now gathering in a united mission and vision to position TOMRA for further growth and a greater impact worldwide. We are proud to have been among the first brands to recognize that creating solutions for optimal resource productivity is good for the environment and even better for our customers' and TOMRA's business. As a unified brand, we will be stronger when it comes to providing concepts and system thinking that embrace and consider our partners, our own people, and society at large.

Innovative technology, high quality and service level will not change

While the names of our daughter brands will change over time, our innovative technology, outstanding service, and impeccable quality will not. Through new partnerships, additional business streams, and constant innovation, TOMRA will continue to evolve and thrive. The passion that has been part of our culture for the past forty years will keep driving us forward.

«TOMRA's purpose is to create sensor-based solutions for optimal resource productivity, making sustainability profitable - with increased relevance and meaning. In parallel, we aim to continuously fostering a culture that inspires and motivates our people and customers. Our strategic transformation is a part of that, says Stefan Ranstrand, TOMRA's President and CEO.

When
The transformation will happen over the course of 2012 and will manifest throughout our internal and external communication, starting with an internal Brand Transformation Tour across the TOMRA organization, which was finalized in Krakow on 10 February.

Media contact

Margareth Aske, PR Director, TOMRA Group

Mobile: +47 92 66 70 83

Email: margareth.aske @tomra.no

TOMRA was founded on an innovation in 1972 that began with design, manufacturing and sale of reverse vending machines (RVMs) for automated collection of used beverage containers.
Today TOMRA is active in more than 50 markets worldwide and had total revenue of ~3.5 billion NOK in 2010. TOMRA has over 1,800 employees and is publicly listed on the Oslo Stock Exchange.
The TOMRA Group continues to innovate and provide cutting-edge solutions for optimal resource productivity within two main business areas: Collection Solutions (reverse vending, material recovery and compaction industries) and Sorting Solutions (recycling, mining and food processing industries).