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Newark recycler rebrands to support further growth

Posted onPosted on 4th May

One of the UK’s leading providers of outsourced waste solutions, UKWSL, has unveiled a rebrand that sees the company change its name to Novati.

The Newark-based business, which employs approximately 160 staff, chose the name Novati because it is at the centre of innovation.

The company believes the new name and brand identity better reflects its personality and cements its distinct position in the UK’s waste and resource management sector.

Founded in 2003, Novati supports clients across the hospitality, distribution, transport and facilities management sectors, working with many well-known brands, including Marston’s, Prezzo, Roadchef, Network Rail, CBRE and Birmingham Airport.

During the pandemic, the company remained committed to its growth strategy, resulting in the acquisition of both C&M Waste Management and Evolution Waste Management.

The new brand provides an umbrella to fully integrate these businesses together with future acquisitions.

Novati managing director Max Kanda said: “As the UK starts to emerge from the pandemic, it felt like the right time to be positive and proactive with the launch of a new brand.

“The UKWSL brand has supported us amazingly well for more than 18 years, but this progression demonstrates our commitment to continued growth based on innovation and positive disruption.

“Our ability to meet the challenges of resource scarcity and climate change is dependent on our ability to radically change the way we all think and act.”

Underpinning the brand development is a belief that waste collection is not Novati’s core business.

Instead, Novati focuses on resource and carbon management, where waste is a by-product. This process delivers value and change management services, enabling clients to maximise their materials’ environmental and financial benefits.

Novati’s unique purple brand was chosen to mark a point of difference that stands out in the sea of greens, reds and blues so common in the waste management sector, emphasising its approach to driving change as “disrupters in the marketplace”.