Watch for new stationery from the ag businesses formerly known as JRI, Pioneer Grain and Canbra Foods.
Winnipeg-based James Richardson International (JRI) announced Thursday that it has changed its own name to Richardson International Ltd. and will carry out its agricultural business under the trademark “Richardson.”
Pioneer Grain, the privately-held company’s Prairie grain handling business, will now be called Richardson Pioneer Ltd.
Canbra Foods, which included JRI’s canola crushing and canola oil operations, will now be called Richardson Oilseed Processing and Richardson Nutrition respectively. Richardson Nutrition will keep the company’s Canola Harvest brand of canola oils, margarine and other canola products.
Richardson’s port terminals at Vancouver, Thunder Bay, Hamilton, Port Stanley, Ont. and Sorel-Tracy, Que. will also take the Richardson name. Kelburn Farm, the company’s farm near St. Adolphe, just south of Winnipeg, will be called Richardson Kelburn Farm.
“The Richardson name has been our calling card for generations and it continues to stand for
honesty and integrity in agriculture,” said Richardson International president Curt Vossen in a release Thursday.
“By bringing our corporate structure together under one trusted brand, we help our customers to fully understand the scope of our integrated operations, strengthen our presence in the global marketplace and establish each of our subsidiaries as a unified team with a shared goal of growth.”
“With the significant growth of our agribusiness and construction of our new canola processing
plant in Yorkton, Sask., the timing could not be better for us to rebrand under a new name that demonstrates our confidence in the agriculture and food industry,” said Richardson chairman Hartley Richardson, CEO of Richardson’s 150-year-old parent company, James Richardson and Sons, Ltd., in the same release.