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TOMRA Sorting Recycling Renames Product Portfolio

Tom L. Eng, VP and Head of TOMRA Sorting Recycling in front of a rebranded machine: The prominent orange remains, new is the TOMRA logo.
Tom L. Eng, VP and Head of TOMRA Sorting Recycling in front of a rebranded machine: The prominent orange remains, new is the TOMRA logo.

Global sensor-based sorting system manufacturer TOMRA Sorting Recycling is renaming its product portfolio as the business completes its rebranding process. Formerly known as TITECH, the business started to rebrand in February 2012 to align with its parent company, Norway-based TOMRA Systems ASA.

The final step in TOMRA Sorting Recycling’s rebranding process is to rationalize its product portfolio by removing the word ‘TITECH’ from the names of its sorting systems. For example, ‘TITECH autosort’ becomes ‘AUTOSORT’. The product family names – AUTOSORT, COMBISENSE, FINDER and X-TRACT – are being retained, and each machine will now carry a TOMRA logo. The product family name change will be effective from May on, and it is anticipated that the rebranding will be complete by the end of this year.

Commenting on the rebrand, TOMRA Sorting Recycling’s Commercial Director, Jonathan Clarke, said: “By completing the rebrand within our business, we are significantly increasing the visibility of TOMRA worldwide. Synergies in technologies across business streams have greatly enhanced TOMRA Sorting’s ability to bring sensor-based sorting to new segments, markets and applications. We are better positioned to respond to customer and industry challenges faster than before while offering the best value products.”

More than 4,400 TOMRA Sorting Recycling systems have been installed in 40 countries worldwide.

TOMRA Sorting Recycling is part of TOMRA Sorting Solutions which also develops sensor-based systems for sorting, peeling and process analytics within the food, mining and other industries. TOMRA Sorting Solutions has 15 test centers worldwide, a large research and development department and a shared service network to ensure its customers benefit from ongoing innovation and constant care. 

Company info

875 Embarcadero Drive
West Sacramento, CA
US, 95605

Website:
tomra.com/recycling

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