The Scottish Association of Master Bakers has assumed the new corporate identity of Scottish Bakers, as part of a revamp of the organisation’s operations.

“As part of this, we wanted to create a fresh public image,” explained chief executive Kirk Hunter. “We felt it wasn’t obvious to the public what the SAMB was all about.”

Hunter added that the association wanted a new name to better convey what the SAMB does as an organisation. Its new public image will be extended to its publications and website.

All members are now encouraged to actively promote the fact that they are part of Scottish Bakers, although the limited company, SAMB, will still remain intact, as will its traditional logo.