ATLANTA — Packers Sanitation Services Inc. (PSSI) announced a new brand name and identity, with the food safety solution and sanitation provider rebranding as Fortrex.

The new name is meant to better represent the company’s identity as the first line of defense against harmful contaminants in the food supply. The “X” in Fortrex’s new logo was designed to indicate the elimination of contaminants.

“At Fortrex, we are the first line of defense for our customers, driven by consumer safety, customer service and compliance,” said Tim Mulhere, chief executive officer of Fortrex. “Our refreshed identity is more than just a new look — it’s a bold step forward for our company that better reflects our evolution, our unwavering commitment to our customers, employees and our core values. With Fortrex, our customers can expect a renewed focus on service excellence with an increased dedication to innovation.”

Fortrex is a primary partner for large and small processing plants across North America. The company noted that Safe Foods, a division of PSSI Food Safety Solutions, will continue under the Fortrex brand.

The rebranding follows the company’s relocation of its headquarters to Atlanta, where Fortrex is able to travel to existing customers with greater efficiency.