LONDON—Corrie MacColl Ltd. is simplifying its global distribution business and adopting a unified name for the operations that once held three different monikers.
The London-based natural rubber company said its Alan L. Grant, Centrotrade and Wurfbain Polymer distribution businesses have combined into one operation and will operate under the Corrie MacColl brand.
The rationale behind the change is straightforward, said Ryan Wiener, global head of strategic marketing for Corrie MacColl, which is owned by Halcyon Agri Corp. Ltd.
"There were a few reasons for this, but let's just leave it at streamlining our operations," he said. "Bringing them all under one name means that we have a single entity facing the customers.
"It streamlines our strength in front of the customers, but we also were able to streamline our operations in the back office. We brought together logistics. We brought together accounting," he said.
Creating a singular brand also helps the company when it comes to negotiating logistics costs as the previous arrangement had the three units acting independently. Combining forces allows Corrie MacColl to better negotiate rates. "It's as simple as organizing logistics and securing logistics contracts," Wiener said. "It's simple economies of scale. Synergies as well."
Robert Meyer, who was CEO earlier this year when the branding changes were unveiled, called the move a "natural step in order to streamline our market approach and to reduce any global customer's confusion.
"The move will help strengthen our corporate strategy to showcase industry leadership and drive innovation across the rubber market. Corrie MacColl will continue to do what it does best in leading the global marketplace for natural rubber," the former CEO said at the time.
