According to a recent report, New Day Aluminium Holdings LLC, the parent company of Noranda Bauxite & Alumina, has rebranded its specialty products business as NICHE, a ready acronym for Noranda Industrial Chemicals. NICHE will include Noranda’s Gramercy-based chemical grade alumina (CGA) business as well as ARC Fused Alumina. ARC Fused Alumina is Noranda’s white fused alumina manufacturing subsidiary in La Bâthie, France.
Company Chairman David D’Addario said: “We recently completed a significant expansion of our CGA capacity in Gramercy, so it made perfect sense to operate that part of our business as a separate entity.”
He further added, “It also made sense to include our other specialty products business, ARC Fused Alumina, under that same corporate umbrella. With additional acquisition activity on the horizon, we anticipate that NICHE will quickly rival in size our existing smelter grade alumina business.”
John Habisreitinger, who has been named President of NICHE, said: “The branding of NICHE demonstrates our commitment to our specialty products businesses and customers. For our long-standing customers, only the name has changed, as we will continue to supply the same top-quality products as we always have.”
During this time, the company also announced the hiring of Scott Croft as its Chief Operating Officer. Mr. Croft will bring in 20 years of his experience in the aluminium industry with recent executive positions at Granges NA and Kibar Americas. Appointed at the company’s Gramercy headquarters, Mr. Croft will be responsible for the operations of New Day’s businesses worldwide, including Noranda Bauxite & Alumina and NIC
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