BAADER Celebrates 100-Year Anniversary with Brand Relaunch

With the beginning of its centenary year, BAADER today announced a major rebranding to reflect the company’s evolution into a modern digital full-solution provider along the food value chain.

The rebranding includes changing the name of BAADER’s poultry business from BAADER LINCO to BAADER.

Petra Baader, executive chairwoman says: "We are undertaking an extensive rebranding process and from 2019 onwards – exactly 100 years after Nordischer Maschinenbau Rud. Baader was founded – we are marketing all our divisions under one name."

"All divisions will benefit from this single focus", she adds. "The BAADER name has been renowned for quality and reliability for 100 years."

The BAADER logo has been redesigned to portray both heritage and evolution and is combined with a new mission statement and brand promise – ‘We Innovate Food Value Chains’ – which is now part of BAADER’s corporate identity. "This new brand promise reflects the past, current and future direction of the company. It reflects what drives our thinking and action", Petra Baader emphasises.