The Atlantic Alumina Company (ATALCO) has begun a company-wide rebranding of its metallurgical and non-metallurgical operations.
Part of the Concord Resources group, Atlantic Alumina has recently announced that it will be the new face of what was once Noranda Alumina.
The aluminium products producer said that the company-wide rebranding, which will continue over the coming months, will see all metallurgical and non-metallurgical bauxite and alumina operations reinvented as part of its new image.
Under the Atlantic Alumina umbrella, Noranda Chemical and NICHE Chemical will now be known as simply Atlantic Alumina, Gramercy Operations. The new business will cover all metallurgical and non-metallurgical alumina products that had previously been produced by the Louisiana-based operations.
This news comes following a period of setbacks after the arrival of Hurricane Ida to the Louisiana region in August. However, Atlantic Alumina have announced that its Gramercy refinery has returned to normal levels of production.
The facility and the surrounding areas were significantly affected by the natural disaster; the refinery only returned to production on 2 September, following its closure on 29 August, the morning the hurricane arrived.
“We are very pleased to have the Gramercy refinery back to normal production levels so quickly considering the many ongoing implications of Hurricane Ida across South Louisiana,” said Mark Hansen, Chief Executive Officer for Concord.
“This recovery would not be possible without the dedication of our employees, many of which are still dealing with significant damage to their homes and those of their extended families.
“We continue to work diligently to understand the evolving needs of our employees and local communities to assist where we can.”
“Gramercy’s recovery was also supported by many of our key supplier, customer, service provider and community partners, many of whom are in various levels of recovery themselves,” said John Habisreitinger, President of Atlantic Alumina.
In Jamaica, Noranda Bauxite will now become Discovery Bauxite; the latter will begin work with the Government of Jamaica, covering both metallurgical and non-metallurgical bauxite in the region.
“Our rebranding to Atlantic Alumina is both a recognition of this new era for our Jamaica and Louisiana businesses, as well as a tribute to the resilience of our employees and those partners that have been so instrumental in our journey and helping position us for the opportunities ahead,” said Mr. Habisreitinger.
The Atlantic Alumina rebrand sits inside a wider shift in the aluminum supply chain. Alumina is the feedstock for primary aluminum, so a stable, domestic source matters to every downstream industry, from packaging to transport. The Gramercy facility refines bauxite into alumina through the Bayer process, producing both metallurgical grade material for smelters and chemical grade product for industrial buyers.
Keeping that process running through the Hurricane Ida disruption protected supply for customers who have few alternatives in the region. The refining process also generates bauxite residue, the red mud waste that alumina plants must store and manage responsibly. How a refiner handles that waste is now part of how the wider industry judges its environmental performance.
Bauxite and the residue stream are also drawing fresh attention as a potential source of gallium and other critical minerals, materials that governments increasingly treat as strategic. For Concord Resources, the new identity signals continued investment in the Jamaica and Louisiana operations rather than a wind down. Atlantic Alumina has framed the rebrand as the start of a longer development plan, one tied to energy reliability at the refinery and to the people who kept production going.
The company says the change reflects a new era for an asset that remains important to the domestic alumina industry.
