Grass seed supplier DLF-Trifolium has changed its name to the simpler DLF and refreshed its logo, moves which the company says reflect its heritage, unity and vision.
DLF's organic growth, driven by the group's focus on seeds and science, has been supplemented by a series of mergers and acquisitions. The company has acquired leading industry names such as Perryfields in Britain, Cebeco Seeds Group in the Netherlands, and the Pickseed companies in Canada and the United States. Since the formation of DLF-Trifolium in 1988, turnover has increased more than tenfold.

However, as ceo Truels Damsgaard explained: "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."

As a result, all former company names, including Innoseeds, Prodana and DLF-Trifolium have now gone, to be replaced by the DLF name and a uniform DLF 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," said Mr Damsgaard.

The UK brand Johnsons Lawn Seed is unaffected.