NatureForm announces corporate name change to ‘Pas Reform North America’

20 January 2020

NatureForm announces corporate name change to ‘Pas Reform North America’

Florida-based NatureForm Hatchery Technologies is changing its corporate name to ‘Pas Reform North America LLC’ – completing the process of corporate transition and integration, which began with the merger of NatureForm and Pas Reform in 2014.

As part of the rebranding process a new company logo has been revealed and a new website has been launched at This will prominently feature the company’s focus on integrated hatchery solutions. The name change is also accompanied by the opening of a brand new 36,000 sqft (3,345 sqm) Sales and Support office and warehouse facility in Jacksonville, Florida.

The new name is effective immediately and implementation will be phased progressively across the company’s products and services throughout 2020 and be completed by the end of the year. The company plans to retain the NatureForm brand only as a product name for its SmartPro™ NF incubators and niche gamebird and speciality vaccines markets.

NatureForm has been operating for over 30 years. Five years ago, it was acquired by Dutch parent company Royal Pas Reform, which brought to the US market the integrated one-stop-shop approach in supplying complete hatchery solutions – including incubators, climate control and hatchery automation systems. Today, the company supplies equipment to the hatcheries of most of the leading integrations in North America.  

Steve Warren, CEO of Pas Reform North America, comments: “This exciting strategic development mirrors the growth and transformation of our company since 2014 and represents our confidence in the company’s direction.

“It is a natural evolution that will allow us to clearly present ourselves as a fully owned and fully aligned subsidiary of our world-class parent company, Royal Pas Reform – with shared values and beliefs and a single go-to-market strategy. Our new tagline – Integrated Hatchery Solutions – more accurately reflects our focus on the integrated technologies that we provide to the hatchery industry today.”

“Our new building represents the strategic expansion of the Pas Reform brand in North America and will enable the company to further strengthen its operations in the North American region,” says Steve Warren.

“It is a strong testament to Pas Reform’s commitment to support our clients and hatcheries across the USA and Canada with the highest levels of sales and service. We will be proud to introduce our customers and friends, old and new, to Pas Reform North America over the coming months, with IPPE later this month as a particular early highlight that I’m greatly looking forward to.”

The new address details are as follows:

Pas Reform North America LLC
2550 Cabot Commerce Drive
Ste22 Jacksonville
FL 32226 Florida

Telephone (904) 358-0355
(800) 282-6252

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Steve Warren, President Pas Reform North America