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Portman Adopts the Cliffs Natural Resources Brand
03/16/2009 - Cliffs Natural Resources subsidiary Portman Limited announces plans to adopt the Cliffs brand and visual identity.
Portman Limited, Cliffs Natural Resources’ wholly owned Western Australian supplier of iron ore to the Chinese and Japanese markets, has announced that it will adopt the Cliffs brand and visual identity.
“We are pleased to complete this integration of our Asia Pacific business unit into the Cliffs group of companies,” said Joseph Carrabba, Cliffs’ President, Chairman and CEO. “Our operations there are an integral part of our business, and we look forward to continued success in the global marketplace.”
The company said it is planning to launch the Cliffs brand with employee events and advertisements in national and international financial publications, as well as local and trade media.
“We have adopted a new name with a 162-year-old heritage,” said Richard Mehan, President and CEO for Cliffs Natural Resources Pty Ltd. “Cliffs’ position as an industry-leading supplier with a reputation for operational excellence, technological innovation and environmental stewardship provides us with a logical platform for future growth.”
Portman was delisted from the Australian Stock Exchange in December 2008 following Cliffs’ acquisition of the company’s remaining common shares.
Cliffs Natural Resources, an international mining and natural resources company, is the largest producer of iron ore pellets in North America, a major supplier of direct-shipping lump and fines iron ore out of Australia, and a significant producer of metallurgical coal. The company is organized into three geographic business units, including the North American business unit, whichcomprises six iron ore mines owned or managed and two coking coal mining complexes. The Asia Pacific business unit comprises two iron ore mining complexes in Western Australia and a 45% economic interest in a coking and thermal coal mine in Queensland, Australia. The Latin American business unit includes a 30% interest in the Amapá Project, an iron ore project in the state of Amapá in Brazil, as well as a number of smaller greenfield projects not yet in production.
Cliffs has been actively executing a strategy designed to achieve scale in the mining industry and focused on serving the world’s largest and fastest-growing steel markets.
