New Day Aluminum’s Noranda Alumina rebrand as Atlantic Alumina Company

New Day Aluminum Holdings LLC, the parent company of Noranda Alumina and Noranda Bauxite, has officially announced the rebranding of its business to the Atlantic Alumina Company (ATALCO). The company will rebrand all its metallurgical and non-metallurgical bauxite and alumina operations in a staged rollout over the next few months.

While Noranda Bauxite will become Discovery Bauxite, covering both metallurgical and non-metallurgical bauxite in partnership with the Government of Jamaica, Noranda Alumina and NICHE Chemical will become Atlantic Alumina, with the business covering both metallurgical and non-metallurgical alumina products.

Besides this, New Day Aluminum has also announced that its Gramercy alumina refinery has returned to normal production levels in October after surviving through the impacts of Hurricane Ida. Originally, the refinery returned to production on September 2, following a planned curtailment on August 29, the morning Hurricane Ida made landfall in Louisiana.

Mark Hansen, Concord CEO, said: “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.”

He added, “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.”

John Habisreitinger, President of Atlantic Alumina, said: “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.”