Novati was chosen because it is quite literally at the centre of innovation. We believe the new name and brand identity better reflects its personality and cements our distinct leading position in the UK’s waste and resource management sector.
Underpinning the brand development is a belief that waste collection is not Novati’s core business. Instead, Novati focuses on resource and carbon management, where waste is a by-product. This process delivers value and change management services, enabling clients to maximise their materials’ environmental and financial benefits. Novati’s unique purple brand was chosen to mark a point of difference that stands out in the sea of greens, reds and blues so common in the waste management sector, emphasising its approach to driving change as “disrupters in the marketplace”.
During the pandemic Novati remained committed to our growth strategy, resulting in the acquisition of both C&M Waste Management and Evolution Waste Management. The new brand provides an umbrella to fully integrate these businesses together with future acquisitions.
Managing Director, Max Kanda, said, “As the UK starts to emerge from the pandemic, it felt like the right time to be positive and proactive with the launch of a new brand. The UKWSL brand has supported us amazingly well for over 18 years, but this progression demonstrates our commitment to continued growth based on innovation and positive disruption. Our ability to meet the challenges of resource scarcity and climate change is dependent on our ability to radically change the way we all think and act.”
Novati retains its headquarters base in Newark Nottinghamshire. Founded in 2003 Novati now employs approximately 160 staff. Sustainability consultants and managers specialise in supporting clients across the hospitality, distribution, transport and facilities management sectors. Novati works with many well-known and highly respected brands, including Marston’s, Prezzo, Roadchef, Network Rail, CBRE and Birmingham Airport.