What's in a name?

Flavors's company, David Michael & Co - formerly known as daroma/David Michael - started the trend last Thursday, announcing that it was marking the completion of its reorganization by renaming its European subsidiary, David Michael Europe. "The name more accurately reflects David Michael's presence in the European Union and its commitment as a responsible, global, customer-focused supplier to the food and beverage industry," said the company, adding that the European arm of the proceedings would remain located in Valence, France. Next up for a name makeover was the Hershey Foods Corporation, which announced earlier this week that it hoped to drop the "Foods" from its name and become The Hershey Co. Such a move, said the company, would require shareholder approval. The name change would reflect the company's increasing focus on its confectionery business and move away from other foods. Hershey has in recent years sold off its coffee and pasta businesses and the Friendly's restaurant chain. And not to be outdone, members of the the American Association of Cereal Chemists voted on Thursday to alter their organization's name to AACC International - a brave move as this is the first time the association's name has changed since its inception in 1915. "The new name better reflects the direction of our association and the grains industry as a whole," said Steve Nelson, AACC International executive director. "Our association's new name, AACC International, retains the initials by which the association has been known for 90 years, while eliminating reference to a specific scientific discipline or profession, and reflects the international aspect of our association," he added. International members make up about 28 percent of the association's membership and have, according to the AACC, demonstrated that they are the group with the greatest growth potential. "By changing our association's name, we are now able to more fully address the needs of our growing number of non-US members," Nelson said.

What's in a name?

Popstars usually lead the name change game, but over the past week the food industry has had its own stab at reinvention.

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