You’ve most likely noticed that there’s a new name on our products. We’re now called endori. Why is that?
The name amidori comes from the Japanese word midori, which means green and represents the concept of sustainability. We believe that together, we can create a better world. One based on a love of nature, animals and our fellow human beings. Put simply: on good grounds.
Yet we weren’t the only ones who liked the sound of amidori. Another European company with a very similar name got in touch with us. There was risk of confusion – at least in trademark terms. Because when it comes to the products, the distinction is very clear: one makes meat from animals. We use peas. And it was precisely this that gave us the idea for our new name, which now also has peas in it! Because it turns out peas also have a great name in Japanese: endo.
And so our new name was clear. Out of endo and midori was born…endori