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Country Bird says Enterprise name is too 'iconic' to change after acquisition

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Country Bird Holdings is acquiring Tiger Brands' Enterprise Foods(Gallo Images / Netwerk24)
Country Bird Holdings is acquiring Tiger Brands' Enterprise Foods(Gallo Images / Netwerk24)
Deon Raath

Country Bird Holdings (CBH) will not change the name of the Enterprise brand on its value-added meat business tainted by the listeriosis outbreak a couple of years ago that it bought from Tiger Brands for R153 million.

"We will definitely do a name change of the overall business [Enterprise Foods], we are acquiring it as a going concern but the brand itself, Enterprise, will remain," Marthinus Stander, the CEO of the chicken producer which delisted in 2014, said.

However, he added, despite the name change, consumers would continue to buy its polony, viennas, sausages, bacon and canned products under the Enterprise brand they have known for more than 100 years.

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