Norwegian-owned TOMRA Sorting Food, a global food sorting system business with operations in Belgium, the United States, Ireland, China and Japan, has appointed Brand8 PR to manage a new international public relations campaign.

Brand8 PR, which is based in Leeds, won the business without a competitive pitch on the back of work undertaken previously by the agency for  the Irish company ODENBERG – which was acquired by  TOMRA Systems ASA in 2011 – and through past work delivered by Brand*’s MD when he worked for digital agency Fuse8.

TOMRA Systems is listed on the Oslo Stock Exchange.

TOMRA Sorting Food systemTOMRA Sorting Food designs and manufactures high-performance optical sorters, graders, peeling and process analytics systems for a variety of food products. The machines ensure an optimal quality and yield and help avoid rogue ingredients being packaged up.,

The company claims to have over 6,500 of its food sorting systems at food growers, packers and processors worldwide.

Brand8 PR will be helping to raise awareness of TOMRA Sorting Food’s diverse offerings and also highlighting new contract wins spanning a range of communication platforms globally.

Brand8 PR managing director, Rob Smith, said: “TOMRA Sorting Food is a fascinating business with a genuinely compelling proposition. The company’s optical sorting systems are able to get higher yields from the food they sort compared to other methods, meaning that there is much less waste. In overall terms, at the volume of the food the systems deal with, this is of significant benefit to the global environment.”

Brand8 PR’s other clients include law firm Gordons, national homebuilder Gladedale and international logistics company Torque.

Leeds digital agency Fuse8 manages the TOMRA Sorting website.

Brand8 PR is owned by Smith along with some individual shareholders at Fuse8.