World Grain - May 2023 - 68

SUPPLIER NEWS
Mühlenchemie rebrands as MC
WITTENBURG, GERMANY - Mühlenchemie announced
on March 20, World Flour Day, that it has rebranded as MC.
The new image is based on the roots of the company and
covers what it will do going forward as a market leader, innovation
driver and flour treatment expert, the company said.
" Today we're a global player in flour improvement and standardization, "
said Peter Steiner, global head of business unit.
" Each year our solutions treat over 150 million tonnes of wheat,
making a valuable contribution to the food security of the global
population. In our 100 years of history, we have developed
many innovations that were and remain pioneering in the industry.
Today we're at home all over the world, and our heart beats
in Ahrensburg, in the 'Futuremaker' Stern-Technology Center.
With our tagline 'Understanding Flour' we express this selfimage,
and our new look further emphasizes it. "
The new brand outfit was preceded by market analysis and
customer surveys. The goal of the relaunch was to communicate
the company values and self-image into the future, and
underline its role as global market leader, innovation driver
and direct partner of mills and millers worldwide, without losing
touch with its origins, MC said.
The logo was modernized and emphasizes " MC " as the
short form of Mühlenchemie, with a confident, dynamic and
international look. This makes the already strong brand even
more tangible across the world, the company said. The roots
remain visible through the combination of the corporate colors
CRYSTAL LAKE, ILLINOIS, US -Mathews Company (MC)
launched a new grain handling product line that initially
includes bucket elevators and distributors. Additional product
launches are planned for 2024 and beyond.
Manufactured at its global headquarters in
Crystal Lake, Illinois, US, the products have
been engineered to withstand the tough operating
conditions of a modern grain site.
The
bucket
elevator
product features
heavy-gauge welded and hot dip galvanized
construction, as well as the use of premium
components supplied by well-known industry
partners, M-C said. Similarly, the distributor
features solid welded construction that
is hot dip galvanized, includes a large access
door for maintenance, and a mounting port
to install an optional blower for dust control.
Additionally, an optional maintenance
platform and various control options are
available. Much like the highly successful
68
and the lozenge, as a symbol of wheat and a key visual.
MC is in direct dialogue with over 2,000 mills in more than
150 countries. It is underpinned by a team of more than 150
researchers and developers in 12 Stern-Technology Centers,
including in Mexico, Singapore, India, China, Kazakhstan,
Turkey, Kenya and Nigeria. Their knowledge is bundled at the
central " Futuremaker " Stern-Technology Center in Germany
and turned into tailor-made solutions for the requirements of
the worldwide milling industry. The new corporate design applies
to all levels of the company. It will be seen on the website,
in social media, in product communication, and at trade
fairs and events.
Mathews Company introduces new grain handling products
grain dryer product line that M-C has been known for, these
additional products include the longtime philosophy of " Iron
Horse Quality, " which has been built into the company's products
for nearly 70 years, the company said.
" We are excited to introduce these new additions
to the market, which will give producers
high quality and competitively priced
options to choose from, " said Joseph Shulfer,
president of M-C. " We've learned that the industry
has struggled to keep up with demand,
so we will help ensure availability of premium
choices for producers making improvements
to their grain site operations. "
Available in 4-, 6- or 8-port configurations
with spouting sizes ranging from 6 "
through 16 " , the distributor product lineup
features numerous options that producers can
choose from to ensure operational needs are
met, plus provide opportunity for grain site
growth in the future.
May 2023 / World Grain / www.World-Grain.com
Illustration courtesy of Mathews Company
Photo courtesy of Mühlenchemie
http://www.World-Grain.com
World Grain - May 2023

Table of Contents for the Digital Edition of World Grain - May 2023
