Belterra, which specializes in the design, manufacture and servicing of conveyor belts, has rebranded to Viacore.
Headquartered in Delta, B.C., the company’s Canadian division has branches across the country, including in Sault Ste. Marie, Sudbury, Thunder Bay, and Timmins. The company services industries ranging from mining, agriculture, and forestry to manufacturing, oil and gas, food manufacturing, and more.
The rebranding comes as parent company Marubeni Corp. brings together Belterra and its U.S. counterpart, All-State Belting, under one brand name. The change is effective July 10, 2023.
“Prior to the merger, both Belterra and ASB conducted extensive research to ensure this would guarantee improved service for their customers. Viacore brings the same great people, products, and services that their client base has come to rely on,” Marubeni said in a news release.
“Through this merger, Marubeni will improve the competitiveness and strength of its conveyor belt business in North America while simultaneously seeking opportunities to expand this business in other areas.”
The company said the new name brings together the words “via” and “core.”
Via signifies a “road, way, or direction, which ties to Viacore’s material handling systems that keep goods moving effectively and efficiently down a path or direction,” the company said, while core refers to a “central or vital component.”
