“We made the decision to unify to make it easier for our dealers and customers to do business with us. By coming together as one organisation, we can offer greater customer service and drive innovation,” explains Barry Ruffalo, president and CEO of Astec. “The rebrand enables us to build our strength together under one common name and purpose. We can better leverage our growth as one Astec team, rather than individual brands.”
“This is an exciting new era for our organisation, and our team at Osborn is proud to be part of it, and to be able to offer the resulting benefits to our customers,” says Johan Goosen, regional managing director – Africa and Middle East. Osborn will go to market as Astec with a new logo, colour palette and website.
“Some of the brands that are familiar to our local customers include Breaker Technology (BTI), KPI-JCI and Astec Mobile Screens, Peterson, Roadtec and Telsmith. The unification of these brands is a significant part of Astec’s OneASTEC business model and its growth strategy that is founded on the Simplify, Focus and Grow principles.”
“Being able to leverage all the advantages that come with a recognised global brand presents exciting growth opportunities for our operations and our dealers. Our ability to offer industry-leading solutions in the entire rock to road value chain means that customers have access to Astec’s complete innovation pipeline and will be well-positioned to capitalise on new products and technologies from Astec to drive their competitiveness.”
The new Astec logo represents the company’s purpose, which is “Built to Connect”, and its vision to connect people, processes and products.
The new website replaces the previous subsidiary websites. Dealers, customers, suppliers and consumers can easily find information about our organisation, product offerings and other resources in one location.