WestfaliaSurge formally launched its GEA Farm Technologies brand at a media/dealer breakfast here at World Dairy Expo Wednesday.
The new brand will encompass WestfaliaSurge, Houle and Norbco divisions, and serve as an over-arching brand for GEA's more than 250 companies in 50 countries, says Vern Foster, CEO and President of GEA WestfalisaSurge.
GEA, which is an acronym for Global Engineering Alliance, is headquartered in Bochum, Germany. GEA purchased WestfaliaSurge 14 years ago. Houle was purchased in 2007, and Norbco was purchased this past July.
"As GEA Farm Technologies, we become a better partner, providing more value to our customers,” says Foster. The over-arching brand is more representative of the global company that is GEA, and will reinforce in customers' minds that GEA can access and leverage its global reach.
The WestfaliaSurge logo, along with those of Houle and Norbco, will take a back seat to GEA as the company relaunches itself over the coming months.