The new brand will sit above the existing Yorkshire Premier Meat and Smithfield Murray brands, which are both being retained in recognition of their ‘strong heritage and reputations’.
Karnova confirmed there would be no immediate changes to how the two businesses operated and customers and suppliers to Yorkshire Premier Meat and Smithfield Murray would see no changes to their current service. There were no plans to consolidate production between the two brands.
‘Ambitious growth plans’
Paul Peachey, chief executive of Karnova, said: “The bringing together of YPM and Smithfield Murray under one group name, Karnova, is another exciting and important step in the organisation’s ambitious growth plans, which will see further organic growth – investing more in our sites, our people, our processes and new technologies – together with further acquisitions.”
While the manufacturer didn’t go into detail on what that growth would look like, it did say it was looking into further opportunities the two businesses could offer each other. There is no word on whether the move would affect jobs at either site.
‘Major UK force’
Brought together in 2023 to create a ‘major UK force’ in business-to-business protein supply, Karnova has revenues of over £120 million and services customers with a flexible multi-protein supply of value-add product. The group employs more than 250 people across two sites in South Kirkby, near Doncaster and Trafford Park, in Manchester.
The new Karnova name has been developed from the Latin words for ‘meat’ and ‘newness’.
Meanwhile, last month, French beer staple Kronenbourg 1664 was rebranded as 1664 Bière in the UK, while the Kronenbourg brand will now simply be known as 1664. Owner Carlsberg Marston’s Brewing Company said the rebrand would create a ‘modern yet timeless appeal’ for the range.
