Waste management giant SITA is to shake-up the way it is branded across the world and at the same time target pan-European contracts for waste management and recycling along the lines of a contract it has secured with Carnaud Metalbox.
Unveiling a range of fresh strategies for the UK company, including new director level appointments and more focus on health and safety, managing director Ian Goodfellow told a seminar for SITA stakeholders that the company is the biggest European waste business.
The emphasis by Mr Goodfellow on size comes after the company has been knocked off its perch as the number one waste business following Biffa Waste Services’ purchase of UK Waste.
But, the managing director gave a strong hint that the company intends to regain its number one UK position through acquisition in an “industry which will consolidate further”. By 2005 SITA is aiming for a 25% coverage of the UK in turnover terms and geographical coverage.
Among the changes ahead for SITA are the rebranding, the development of a new recycling and trading arm plus greater use of the internet for ebusiness.
The rebranding will see the use of the SITA name only to promote group identity – in the UK this means dropping full stops in S.I.T.A. which were added in after complaints from the Asian community that the name SITA, which is also a religious goddesses, should not appear on waste vehicles.
Announcing the new recycling business, at the seminar held at London’s Dorchester Hotel earlier this month, Mr Goodfellow said: “We are going to set up SITA Trading and Recycling, which will be based in Holland and has sister companies around the world including the Far East.” It is expected that this will see the development of Watco, a SITA-linked company in Holland.
The message from Mr Goodfellow to SITA customers – including local authorities – was clear: dealing with the new company should bring them extra money and easier access to markets. “We will have access to SITA Trading and Recycling from next year and beyond and the benefit we can share with our stakeholders.”
Some of the current difficulties facing SITA in the UK were also aired at the seminar. Both Mr Goodfellow and technical director Ralph Keeble, pointed to low landfill prices in the UK. Mr Keeble referred to “the incredible low landfilling tipping fees which are a challenge to all of us.” Mr Goodfellow put the low prices in part down to the more efficient methods now employed by the company.