PDM Group appoints Propaganda to establish ReFood as brand leader in the UK food recycling market
PDM Group, the UK’s largest food chain by-product recycler has appointed Propaganda, initially to develop a brand strategy to help leverage growth for one of its business units ReFood.
PDM is investing in ReFood’s proposition and has plans to significantly increase its footprint across the UK with new Anaerobic Digestion sites. Its recently opened Doncaster site is already exceeding targets, turning 45,000 tonnes of food waste from across Yorkshire into renewable energy.
Philip Simpson, commercial director at PDM said: “We can see the significant potential in this sector – almost 20 million tonnes of food waste is generated every year in the UK. Our method of recycling waste food, through anaerobic digestion, delivers on two sustainability goals: reducing waste going to landfill and generating renewable energy. We’ve appointed Propaganda to help us unlock our potential in this market and deliver our goal of ReFood being the ‘go-to’ business for food waste recycling.”
Propaganda delivers brand transformation through a ‘knowledge before assumption’ and ‘strategy before tactics’ approach called Discovery™. Central to Discovery™ is a 360° brand and business audit which uncovers the brand truth and defines the transformational brand strategy; delivering measurable business results.
Kirsty Birks, director at Propaganda explains: “Our work with PDM is not about re-branding the ReFood business unit. It’s about building a brand that can leverage growth opportunities in a growing and dynamic marketplace. The Propaganda team is looking forward to working on this exciting brief and to delivering a brand strategy, working alongside Prova, to drive growth for ReFood based on knowledge rather than assumption. It is also pleasing to start work with another successful Yorkshire based business to add to the existing relationships we have with Clipper, FMG, The Car People and Boost Drinks.”