Saudi Airlines Catering becomes CATRION

Shareholders approved dropping the Saudi Airlines Catering name in favour of CATRION, a coined name meant to carry the company beyond airline catering into hospitality, retail and institutional food as it diversified away from its Saudia contract.

The brief

Investors, partners and clients of Saudi Airlines Catering, as it looked for business beyond airline food.

The idea

Shareholders approved renaming the company CATRION, a coined name, along with new permitted activities, as it pushed into catering and services outside aviation.

What to borrow

A coined name with no industry in it leaves room for a company to grow into new sectors.