AMF Bakery Systems unveils new unified family of brands

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AMF Bakery Systems unveils new unified family of brands

11 Apr 2022

Liz Goodwin

Liz Goodwin is a Texas-born journalist and photographer. Although a Southerner at heart, she fell in love with the Midwest at the University of Missouri where she earned her bachelor's of journalism. When she’s not writing or behind a camera, she loves to cook, find new restaurants, and spend time outside. Her favorite baked goods include croissants and crackers, especially when topped with fig jam and brie.

RICHMOND, VA — AMF Bakery Systems (AMF), a leading manufacturer of automated food processing solutions for the baking industry and beyond, has debuted a new unified family of brands.

The branding decision was made to heighten the company’s goal to deliver best-in-class unit equipment. The group said that the initiative is backed by focused leadership, each with a dedicated team of engineers, and that the new brand architecture reflects its commitment to continuous improvement and specialization.

The family of brands includes AMF Fusion, AMF Flex, AMF Tromp, AMF BakeTech, AMF Den Boer, AMF Vesta, AMF Convay, AMF PackTech, AMF Workhorse and AMF APEX. The collection offers industrial bakers complete system solutions across a range of baked products. From a multitude of bread and buns, pizza and flatbreads, cakes, pies, pastries, croissants, and more, the company is focused on providing high-speed automated solutions for all product types.

“With the launch of this family of brands, [the company] will continue to rise as the baking partner of choice,” said Diana Boxey, global marketing director for AMF. “This strategy helps us better differentiate areas of specialization. We have highly focused teams of engineers and master bakers delivering innovative solutions across each area of the baking process. As we continue to grow as a company, defining this structure will ensure that our teams maintain focus on developing solutions that increase value for our baking customers in an increasingly competitive marketplace.”

At the front of the bakery, AMF Fusion delivers sanitary industrial mixing solutions that can be integrated with fully automated dough handling systems. AMF Flex and AMF Tromp serve bakers with the dough process expertise and make-up system solutions needed to achieve premium product quality for a range of products through extrusion and volumetric dividing systems to sheeting, laminating, depositing and decorating technologies.

Within the baking process, the BakeTech, Den Boer and Vesta teams collaborate to develop the most optimal proofing, baking, cooling and freezing solutions tailored to each bakery’s unique operations. Moving commercial bakers’ most valuable assets from the mixer to the marketplace, the Convay offerings provide a range of seamless conveying and transfer solutions.

Downstream, PackTech delivers gentle slicing, bagging and bulk packaging for baked products. Driven by the Workhorse specialists, pan handling and post-packaging solutions serve a variety of pan and product applications.

Delivering value to bakers in today’s emerging consumer markets, APEX features simplified product models and value-oriented systems that move bakers from a reliance on manual processes to labor-free, fully automated bakeries at lower production rates than AMF’s standard high-speed systems.

To learn more about the company’s new brand identity, click here.

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