Dungannon Group's rebranding exercise

Companies operating under the umbrella of the Dungannon Meats Group are rebranding in a bid to capitalise on the re-opened European market for beef as well as other opportunities.

Corporate brands, including Rose County Foods, the Lancashire based beef and lamb processor located at Sawley, Clitheroe, and Oriel Jones & Son, the Carmarthenshire based lamb processor located at Llanybydder, are re-organising operations under the Dunbia label. Until now, each company within the group continued to trade under their original name. In addition to Rose County Foods and Oriel Jones & Son these included: Exel Meats, Newgrange Meats and the parent company Dungannon Meats.

Group managing director, Jim Dobson, said: "With new market opportunities arising throughout Europe, we are determined to establish the Dunbia brand in a way that reflects the size, strength and professionalism of our group."

The brand will form the basis of a major new sales and marketing campaign aimed at the European market. Dobson said: "We intend the new name to reflect our strong heritage and tradition of supplying top quality produce from some of the best farm quality-assured sources in the UK and Ireland. The re-branding of the group will help position us to take advantage of new opportunities arising from re-opening of the beef export market."

Gavin Davidson, managing director for Dunbia (Sawley),said: "The brand is an important part of our launch back into the European market. Having endured 10 years of the beef export ban we now look forward to meeting the challenges and opportunities of this marketplace."