Since the formation of DLF-TRIFOLIUM in 1988, turnover has increased more than tenfold. The company has acquired Perryfields in Britain, Cebeco Seeds Group in the Netherlands, and the Pickseed companies in Canada and the United States.
DLF chief executive As Truels Damsgaard said: "We had reached a point where the DLF identity was becoming blurred by the many different names and logos under which we were operating throughout the world. We felt that it was time to unite the DLF family under a single world-recognisable identity with a new name and logo. By adopting a single name, DLF becomes a more cohesive unit with a common identity in a competitive, globalised market. It makes us instantly recognisable and helps us communicate what we stand for in a way that is independent of nations and cultures."
As a result, all former company names, including Innoseeds, Prodana and DLF-TRIFOLIUM, are now gone. All have been replaced by the DLF name and a uniform DLF logo.
Johnsons Lawn Seed consumer manager Guy Jenkins added: "The announcement of the new DLF brand marks an exciting time for us all. It not only showcases our ongoing commitment to the future of the business, but it also demonstrates that we are also open to change, and will continue to evolve to better suit the needs of the markets which we operate within. The new branding will no doubt provide a cohesive approach across Europe, helping all our customers to feel absolute confidence when purchasing any of the brands under the DLF umbrella."