After nearly 150 years, The National Association of British & Irish Millers (nabim) is changing its name.

Nabim will become UK Flour Millers as part of a rebrand aimed at raising the industry’s profile at a pivotal time thanks to the unprecedented demands of the Covid pandemic and the imminent departure from the EU.

The decision has not been taken lightly, but as an acknowledgement of changing times and perceptions,” says Nabim’s Director Alex Waugh.

“We did a survey of what people think about the flour milling industry and nabim and found that most people outside of the baking sector didn’t know the flour milling industry existed. And, when asked what their image of flour milling was, it was a bit old fashioned.”

Despite its “simple and direct” new name, Alex says UK Flour Millers’ role as a trade body will not change. Instead it will look to better represent the needs and views of members across the UK in changing times.

“We are adapting to the changing political landscape that comes with Brexit and the development of devolution in the United Kingdom,” he says.

“Flour milling is an ancient art, but our members invest over 15% of their gross margin every year in infrastructure, research and developing the next generation of millers.

They quite rightly demand an association that is professional, reliable, important, modern and efficient – reflecting the industry it represents.

“The twin challenges of Covid and Brexit this year have reinforced our vital role as both an advocate and a champion of the flour milling industry, and as UK Flour Millers we will continue to work closely with government and consumers on behalf of our membership.”