Brand consolidation is in motion as Karnova brings together Yorkshire Premier Meat and Smithfield Murray under its umbrella. The new brand will be positioned above the existing brands, honoring their strong heritage and reputations.
In confirming the merger, Karnova stated that Yorkshire Premier Meat and Smithfield Murray would continue to operate independently, with no immediate changes for customers and suppliers. The production processes of the two brands would remain separate, with no plans for consolidation.
Paul Peachey, CEO of Karnova, expressed excitement about the organization’s growth plans, emphasizing the importance of this consolidation in achieving their ambitious goals. This strategic move will entail further organic growth, investment in sites, people, processes, and technology, as well as potential future acquisitions.
While specific growth details were not disclosed, Karnova hinted at exploring synergies between the two businesses. The impact on current job roles at either site remains unclear as of now.
Established in 2023 as a powerhouse in business-to-business protein supply, Karnova boasts revenues exceeding £120 million. With a strong focus on flexible multi-protein supply of value-added products, the group employs over 250 people across its South Kirkby and Trafford Park sites.
Derived from Latin roots meaning ‘meat’ and ‘newness,’ the name Karnova embodies innovation in the meat industry. The rebranding signals a new chapter in the company’s journey towards excellence in food manufacturing.
In a similar vein, Kronenbourg 1664 recently underwent a rebranding as 1664 Bière in the UK, with the Kronenbourg brand simplifying to 1664. This move, spearheaded by owner Carlsberg Marston’s Brewing Company, aims to infuse a modern yet timeless appeal to the brand, aligning with evolving consumer preferences in the market.
