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New name.

Geo. A. Hormel & Company disclosed today a change in its corporate name to more accurately reflect its growing role and industry presence as a diversified, consumer-branded marketer of value-added food products.

The new name -- Hormel Foods Corporation -- will appear graphically as Hormel Foods in a newly created corporatemark and as Hormel in brandmark usage found on company branded, processed meat and food products.

Our transformation from meat-packer to a trusted, well-known food processor and marketer did not occur overnight," explained R. L. Knowlton, Hormel board chairman and chief executive officer. "The new name is a strategic change, an evolution, that illustrates what we've been, what we've become and what we intend to be in the future. It defines not only who we are but describes to our customers and consumers the broad industry arena in which we now compete nationally and internationally."

The new corporatemark was developed as a result of extensive research, begun in 1991, that focused on the brandmark that appears on all Hormel packaging. "We worked with The Schechter Group, a nationally known identity, marketing and design consultant based in New York City, to develop a new brandmark that would effectively convey the company's emphasis on product innovation, healthy eating, convenience and freshness," said Joel W. Johnson, president and chief operating officer. "The same consumer research that led to the design of a new brandmark also triggered the new name and corporatemark."
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Title Annotation:Briefs; Geo. A. Hormel & Company changes its name to Hormel Foods Corp.
Publication:Frozen Food Digest
Date:Apr 1, 1993
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