Dear all,

I’m very excited to share with you that we’ve launched a new name and brand of our company. Today, Mexichem becomes Orbia.

The name ‘Mexichem’ served us well when the majority of our revenue was from Mexico and we were mostly a chemicals company. But now we want to project a global image. Today, just nine percent of our revenue is from Mexico and our global businesses represent much more than chemicals, including water management, irrigation and datacom.

We pay homage to our great Mexican heritage but feel we have an opportunity to use our new name and brand to gain visibility into our quest to enrich the lives of others. The name Orbia comes from [‘Orb’] which is Latin for a spherical globe and [‘bia’], which in Greek mythology, personifies force and power. In reflecting our aspiration to have a positive impact on the world, we also unveiled our new purpose of Advance life around the world.

[‘Orb’] – spherical globe
[‘bia’] – force and power

[new ImpactMark with categories]

 Instead of a logo, we’ve created an ImpactMark, our brand symbol that’s an ever-changing measure of our aspirations to achieve our purpose. Instead of a static logo, our ImpactMark is a dynamic representation of actual performance. It’s plotted on a circular grid with six “spokes” – each formed by actual data collected within six categories. Each year, when we release our Annual Report, the ImpactMark will change to reflect the latest data and the XX growth of our company.

[image of acquisitions – show countries]

Through decades of organic and inorganic growth, we have truly become a global company that now operates in 41 countries with sales in 110. We’ve managed the acquisitions of 30 companies in the past 15 years but are transitioning from being a company primarily driven by M&A to one with more of a social purpose, and from a manufacturing-focused company to one that is much more customer-centric and empathetic to our customers’ needs. 

We’re uniquely qualified to solve some of the world’s biggest challenges and offer specific solutions. Our most recent acquisition was Israel-based Netafim, in 2017, which merged our expertise in plastic pipes with their intelligent irrigation systems, and now we have a water scarcity offering, improving the use of water to grow more food, fertilizer and ways farmers can tap into data. 

We’re changing the way the communities can handle dry climates by storing runoff water from rainfall and helping trees grow in cities and bring broadband to places that have no internet access. We are a combination of companies, that by themselves, couldn’t tackle these problems.

Telling a better story will allow us to not only better serve our current customers but get the attention of prospective customers who may not know what we offer. Looking at the portfolio of our services, and where we’re reaching in terms of geographies and markets, this new name will be a way to sell a step change in the customers that we serve. Of course, we are always looking to generate revenue and EBITDA but aim to be a company that gives something to the world more than what we extract.

How does a 60-year-old company keep their brand equity while changing to a new name? We’re keeping our product brands and emphasizing others while we tie them into our new corporate name. Mexichem will still be headquartered in Mexico with corporate offices in Amsterdam, Boston and Tel Aviv, as we truly are an international company.

Today, as we look back with pride and look ahead to our journey of becoming a purpose-driven, future fit company, we all should take time to reflect on how much we’ve achieved.

Please take a moment to go to our website and find us on Twitter and Instagram. And congratulations on a very successful company name and brand change!

Daniel
CEO of Orbia