Dive Brief:

• Effective immediately, pork industry giant Shuanghui International Holdings Ltd. is changing its name to WH Group Ltd.
• The new name is meant to differentiate the company as a corporate brand and better position it in its leading role in the world's pork industry.
• WH Group companies Henan Shuanghui Investment & Development Co. Ltd. and Smithfield Foods Inc., as well as their consumer-facing brands, will keep their names.

Dive Insight:

With last year's purchase of Smithfield Foods, the largest pork processor and hog producer in the world, Shuanghui stepped up its presence on the global food stage in a big way. With its ownership of the largest pork productions in the U.S. and China, it makes sense that the company would want to rebrand with a more "global" name. 

The WH Group name, a press release explains, comes from "Wanzhou Holdings," with "Wan" meaning "eternity" and "Zhou" meaning "continents." A new logo features four streams, representing the Earth's four oceans, separating the space into five sections that represent the world's continents.