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Morton Salt Reviews National PR Activity

Global, North America

Arun Sudhaman 04 Apr 2012

CHICAGO--One of North America’s leading salt makers is reviewing its numerous PR agency relationships, ahead of a potential consolidation.

Morton Salt has briefed several agencies regarding the pitch, which is understood to cover its consumer and commercial business divisions.

According to sources, Morton Salt currently works with multiple agencies across its different units, often on a project basis. One executive familiar with the situation said that the review "felt like" like a process to identify an AOR.

Budgets are undisclosed but are unlikely to exceed a mid six-figure sum, said sources.

Morton Salt produces salt for a range of home and business uses, including culinary, water softening and ice melting. It also supplies salt to the food and pharmaceutical industries, and to a range of public sector agencies and roadway maintenance contractors.

According to Hoover’s, the Chicago-based company is the US leader in consumer salt, in a market that also includes North American Salt, Cargill and United Salt. Morton Salt’s $1.7bn sale to German chemical giant K+S in 2009 made the latter company the world’s largest salt maker.

Morton Salt was recently sued, along with Cargill, by the state of Ohio for breaching antitrust regulations regarding road de-icing rock salt prices over the past decade. 

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