In a swift reversal following public criticism, Melkcentrale NV has announced it will rename its newly launched dairy product originally called ‘Monchémel’ after CEO Monché Atompai. The product will now be marketed under the name ‘Tropimel’, with only the first 100-unit batch retaining the director’s namesake branding.
The company revealed the strategic pivot through its official Facebook page just one day after the product’s unveiling. According to the statement, attaching the CEO’s name to the initial limited edition serves as a symbolic gesture recognizing Atompai’s dedication and leadership within the organization.
During Tuesday’s press conference, management had presented the product exclusively as Monchémel without disclosing the planned name change or limited production scale. Executives initially claimed staff had collectively chosen the name as gratitude for their director. ‘The entire staff selected this name as thanks to our director. He deserves it,’ management stated during the presentation.
CEO Atompai expressed surprise and honor during the event, noting: ‘They indicated it relates to how I’ve worked recently. They say I came as a hero, which is why they chose to give such a name to a product.’
The subsequent clarification emphasizes that Tropimel’s introduction marks a significant corporate milestone. Melkcentrale’s statement elaborated: ‘Linking the first batch’s name to our director symbolizes our appreciation for the hard work, dedication, and team spirit characterizing our organization.’
Following the initial 100 units, all subsequent production will carry the Tropimel branding when the product launches commercially on February 11th.