THEY say customers are always right, and after half a decade of using their own name, a Bradford business is finally changing its identity in recognition of their loyalty.

For more than 50 years Metaltreat Limited in Canal Road has been known by those that use the company as Metaltreat Galvanizers, in a nod to the nature of the work carried out.

Now bosses at the plant have solved the identity crisis and changed the trading name of the business to reflect how it is known locally.

Commercial manager Iain McBeath said: “A belief that the customer is always right has always played a vital role in the way Metaltreat Limited has done business. So, after half a decade of listening to those customers using the wrong name, it’s about time we changed it.

“It’s a bit like the Ronseal advert, Metaltreat Galvanizers as a nickname is so self-explanatory you can understand why it’s been used locally and among our customers.

"It’s amazing we’ve gone for so long not formally recognising it!”

From July 1, although the registered company name remains Metaltreat Limited, in all trading the company will refer to itself as Metaltreat Galvanizers and all truck livery, signage and customer-facing communications will reflect the change.

Iain added: “We’re so grateful to our loyal customer base for helping to grow and shape the business over the decades, and are looking forward to our future with them as Metaltreat Galvanizers!”

The plant is part of a network of UK businesses owned by Wedge Group Galvanizing Ltd, the largest hot dip galvanizing organisation in the UK with a history dating back over 150 years.