Area public relations and advertising agency Grabowski & Co. has rebranded as Desidara. In Green, DeHoff Development has been clearing a section of its Union Square & Park Place development for farming.

The name has changed, but Susan Grabowski made it clear that she remains at the helm.

Last week during a program for clients, Grabowski announced her 20-year-old marketing communications company now will operate as Desidara. The agency is expanding its services to be an imaginative, results focused team that drives for meaningful change.

"We're going higher and bigger and broader," Grabowski told a group of about 75 clients during a presentation at the Pro Football Hall of Fame. Although the name is changing, the company "wants to be here for the next 20 years, and the next 20 and the next 20," Grabowski said.

The Lake Township company's new name, Desidara, is a shortened version of desiderata, which means something desired as essential. The name also is a nod to the poem "Desiderata," which was written in 1927 by Max Ehrmann and gained popularity during the 1960s and 1970s. Grabowski said the poem highlights positive ways to navigate through life.

"Desidara is not a word," Grabowski admitted during the client presentation, then noted, "by the way, neither was Google."

The firm will maintain its legacy of partnership as the firm preserves its culture of responsiveness, ardency, diligence, collaboration and creativity, she said.

There will be new opportunities for clients as Desidara focuses on effecting meaningful change in client organizations — and tying activities to outcomes — to bring clients new ways to reach target audiences. This includes an enhanced focus on all things digital, backed by a team of traditional writers, artists and account managers, the company said.

Meanwhile, the Desidara team includes knowledgeable resources who can weigh in on many topics, from business challenges to employee communications to industry trends. For example, that includes an employee team certified as advertising buyer with Facebook and Instagram, Grabowski said.

Grabowski told clients that Desidara has added Colin Neidert as chief operating officer and Rob Kemmer as chief information officer. Neidert will oversee the firm's strategic plans and operations. He joined the company in 2017 after working for J.M. Smucker Co. Kemmer is a corporate IT veteran and will lead the company's technology and Squawqr Mobile Media product development.

Grabowski and Kemmer launched Squawqr — a mobile-first, cloud-based technology — in 2015 and the business will be part of Desidara. The company also has entered a partnership with Life Languages International to market the communication tools designed to effect meaningful change in one-on-one relationships.

For more information, the company's website is desidara.com.

Back to the farm

Trees have been cleared from roughly 60 acres in Green to make way for crops.

The property is sandwiched between Massillon Road and Interstate 77. It's part of a development referred to as Union Square and owned by DeHoff Development in North Canton. The total property, which extends south along I-77 and across Wise Road, is 140 acres.

Cleveland Clinic Akron General Health & Wellness Center sits at the southeast corner of Town Park Boulevard and Massillon Road. DeHoff is working to close a deal for land on the northeast corner. The Aldi grocery chain is expected to build at that spot. Development plans call for Town Park Boulevard to extend east and south to Wise Road, that also is being delayed.

But interest in the remaining property has waned. In 2012, plans were announced to build a new world headquarters on the site for Diebold, which now is Diebold Nixdorf. But the company's board reversed course the following year. Instead of leaving the property empty and unused, DeHoff found a farmer to lease the land.

DeHoff owns several tracts of vacant ground and has converted them for farm use. A few years ago the company cleared trees from a tract on the east side of I-77 along Mayfair Road and leased it for farming.

Beth Borda, a vice president with DeHoff, said wooden land sometimes ends being used for illegal dumping or unauthorized hunting. Clearing the property for farming helps DeHoff avoid those issues.

Crops should be growing on the Union Square property this summer. "Until we have someone who wants to build, we'll keep farming," Borda said.

Thirsty Dog in the neighborhood

Akron based Thirsty Dog Brewing Co. has struck a deal to have its Blood Hound Orange IPA served at Applebee's Neighborhood Grill & Bar locations throughout Northeast Ohio.

The special brew will be available at more than 30 Applebee's locations, including restaurants in Alliance, Massillon, Jackson Township and New Philadelphia. Guests have the option of buying growlers of beer, priced at $26, to take home. Applebee's said it will hold exclusive pouring rights for the seasonal favorite until April.

Terry Culler, regional marketing coordinator for Apple American Group, said the restaurant chain is excited to start the year announcing the partnership with Thirsty Dog, "and we are so happy to be supporting a growing business within our local community."

Pipeline is operating

The Utopia Pipeline to move ethane from Harrison County to Windsor, Ontario, has begun operation.

Kinder Morgan said the 270-mile pipeline has an initial capacity to move 50,000 barrels per day and can be expanded to move more that 75,000 barrels per day. The ethane is produced by Utica Shale wells and is being moved to growing petrochemical operations, Kinder Morgan officials said. The company owns or operates 85,000 miles of pipelines and 152 terminals in North America.

Reach Edd at 330-580-8484 or edd.pritchard@cantonrep.com

On Twitter: @epritchardREP