Following a spat of acquisitions, leading gelatine supplier the GELITA group has opted to harmonise the group by renaming all of its operating units to fall under the common GELITA name.
From 1 June 2003 all units across the world will be instantly recognisable as a part of the GELITA stable with the country name of the facility added to the GELITA stem in order to emphasise its regional presence.
As such, Davis Gelatine Australia becomes GELITA Australia, Davis Gelatine New Zealand will now be known as GELITA NZ , and Davis Gelatine, South Africa is renamed as GELITA South Africa. The same pattern has been repeated across the globe with Gelatine Products Ltd., Great Britain to be known as GELITA UK.
According to the group, the move is a bid to clarify the somewhat heterogeneous picture the marketplace had of it following the series of acquisitions. This rather misleading and non-transparent situation was also confirmed by a customer survey carried out by the GELITA Group in 2002.
With a total capacity of about 75,000 annual tons of gelatine the GELITA group has market share of approx. 27 per cent.