Rebranded company maintains dedication to business, membership

An Aboriginal-owned corporation that is a major player in the Alberta oil sands industry has a new name and look.

Following a two-year rebranding process, Acden was born, replacing the Fort McMurray-based Athabasca Chipewyan First Nation Business Group.

This new name is an acronym, the first two letters signifying the corporation's owner (Athabasca Chipewyan) while the last three represent Denesoline, the Chipewyan word for First People.
There's also a connection to the corporation's history. That's because Denesoline Environment was the company's first name when it began operations in 1994.

Today, Acden encompasses 15 companies, six of which are wholly-owned by the First Nation.

Garry Flett, Acden's president and CEO, felt it was necessary for the corporation to rebrand in order to provide more market recognition and less confusion.

"You want to have something that's easy to pronounce and something that's easier to spell than Denesoline," Flett said.
With a catchier name, Flett is hoping to have continued relationships and partnerships with oil sand operators and producers.

The Acden rebranding includes a new logo, which features a 'V' shaped graphic. It is directly in the middle of the logo, over the letter D in ACDEN. The graphic resembles a soaring eagle, representing Acden's relationship with the environment and respect for plants, wildlife, water and land.

This graphic not only signifies Acden's desire to stay connected to its Aboriginal heritage but it also represents continuous growth. The logo is in purple, a colour which has been utilized in traditional Athabasca Chipewyan crafts throughout history.

Acden, one of Canada's most successful Aboriginal enterprises, currently employs about 3,000 people.

Some of its employees have expertise in metal fabrication, machining, civil contracting and varying engineering disciplines.
Also, Acden's various companies provide services to oil sands clients including fleet maintenance, waste management, recycling, technical equipment cleaning and janitorial and facility management.

Flett, who is a member of the ACFN, provides quarterly updates about the corporation to the members of the Athabascan Chipewyan First Nation.
"They're my board of directors," he said about some of those in the band. "I keep them informed. But they keep an arm's length from getting involved. They've allowed me the room to run the business. They have full trust in me and have allowed me to do my thing."

Flett has been in charge of the corporation for more than four years now. When he was brought on board the corporation owned four companies and had partnerships with four or five others.

So there has been plenty of growth under his watch and Flett ads that Acden might acquire even more businesses.

"Of course," he said. "There is no place to stop."

Flett said he would be more than willing to talk to officials from any company that can provide solid economic benefits to the band and a source of meaningful employment to its membership.
"If you can do that, I'm willing to listen," he said.

Photo caption: Garry Flett, president and CEO now of Acden, the newly rebranded Athabasca Chipewyan First Nation Business Group. (Photo: JM Photography)