The company’s leadership stresses that there will be no change in ownership and that its core values of customer focus, integrity, commitment to quality, and sustaining long-term relationships are now stronger than ever with the new global identity.
“We have considered and planned for this change very carefully,” stated Don Thorp, President and son of PII co-founder Richard Thorp. Don Thorp added that the change was brought about by growth in the company over the past decade.
In the last ten years, PII has added extensively to its product portfolio, with ranges including natural sweeteners and botanical extracts, proteins and recently animal nutrition, feed flavours and palatability compounds. In addition to expanded supplier agreements, PII has enhanced its presence in Western Europe by adding sales associates in Germany and Spain.
“It was important to choose an identity that retains the highest standards and first-class service our clients have come to expect from us, while also expressing our energy and drive — our passion for providing the best product and service solutions, global product knowledge, and formulation expertise. We believe the new identity and new name Prinova does exactly that,” Don Thorp continued.
“Launched simultaneously is Prinova’s new logo which symbolizes a modern star expanding in size and energy to capture the forward motion of the company. The colors combine our current red, embracing our history of passion and energy, with a new element of yellow, representing growth,” explains Lisa Drawer, Global Marketing Director.
“Our new tagline, ‘Your secret ingredient,’ conveys that Prinova, our people, our products, and our solutions, promise a winning outcome for our customers. We have chosen a new name and look to express what we’re already doing and who we’ve become. We believe our customers will agree that Prinova will be a great fit for us,” added Lisa Drawer.
Founded in 1978 by Richard Thorp and Aaron Greenfield, the privately held company has not only become the number one supplier of Ascorbic Acid, B Vitamins and Amino Acids, but has grown significantly in the last five years adding personnel, products, and solutions that innovate the industry