PSA International has decided to rebrand the Halterm terminal in Halifax as “PSA Halifax”.
The Halterm terminal has changed hands several times over the years, but the name has endured. Macquarie Infrastructure Partners fund purchased the lease on the terminal in 2007, and eventually sold to PSA International in July 2019. PSA, however, is much more of a long term investor with a global brand in the container terminal industry, and has decided to put its own name on the terminal.
“We are proud of our history dating back to 1969,” said Kim Holtermand, CEO and Managing Director, PSA Halifax. “While developing new capabilities, greater capacity and further strengthening our bench, it is with pride that our team now becomes PSA Halifax.”
Rebranding a terminal is an expensive proposition when the existing name and logo are emblazoned on STS cranes and other equipment. Halifax, however, is PSA’s first marine terminal investment in North America and it has big plans to grow the facility into a gateway port.
“Thorough this rebranding, the Halifax operation, with its longstanding reputation for service quality and a commitment to customer service, clearly positions itself as an important node in the global PSA Network. Our new name “PSA Halifax” reflects our Port City focus and vision, as well as our aspiration to be recognised among existing and new customers as Eastern Canada’s gateway for global trade in 2020 and for decades to come,” said Holtermand.
PSA Halifax has a depth alongside of 16m and is currently extending its main berth accommodate two mega container vessels. A fifth STS crane for the main berths will arrive in 2020.