BAADER celebrates 100 years in business, rebrands

Luebeck, Germany-based processing machinery developer BAADER is celebrating 100 years in business in 2019, the company announced this month during Seafood Expo North America in Boston, Massachusetts. 

BAADER kicked off its centenary year with a major rebranding effort, a course of action meant to reflect the company’s evolution into a modern, digital, full-solution provider across several food value-chains, the company said. Its poultry business was renamed from BAADER LINCO to BAADER as a part of the rebranding process, and its logo was redesigned “to portray both heritage and evolution and is combined with a new mission statement and brand promise,” BAADER explained.

“We are undertaking an extensive rebranding process and from 2019 onwards – exactly 100 years after Nordischer Maschinenbau Rud. BAADER was founded – we are marketing all our divisions under one name,” said Petra Baader, the company’s executive chairwoman. 

“All divisions will benefit from this single focus,” she added. “The BAADER name has been renowned for quality and reliability for 100 years.”

BAADER has also rolled out a new mission statement and brand promise – “We innovate Food Value Chains” – this year, completing its corporate identity. 

“This new brand promise reflects the past, current, and future direction of the company. It reflects what drives our thinking and action,” Baader said.

The company showcased its new brand and latest generation of filleting machines as well as its top of the line skinner at SENA19. It will be exhibiting at Seafood Expo Global in Brussels, Belgium from 7 to 9 May.