BASF Rebrands South Carolina Plants as Metivo

The company's facilities in Seneca and Converse now operate under the new Metivo brand name as of October 2026.

Updated on Oct. 28, 2026 in Manufacturing

Isometric editorial illustration of an industrial distillation column and processing pipes, representing a metal recycling facility's corporate identity change. — BASF has officially rebranded its South Carolina precious metal recycling facilities in Seneca and Converse to operate under the Metivo brand name. AI Illustration. Upload story photo >

Live Poll

Does the rebranding of local manufacturing plants in your area make you feel more optimistic?

As of October 2026, BASF has officially rebranded its manufacturing operations in Seneca and Converse, South Carolina, under the name Metivo. This change follows a broader corporate initiative to align the identity of its precious metal services with the new brand.

Why it matters

The transition to the Metivo brand standardizes the identity of the company's regional facilities within the global precious metal recycling sector. This move serves to streamline the corporate image for these specific industrial operations.

The Seneca plant maintains a 24/7 production schedule and employs a total of 360 workers, including staff and contractors. The facility specializes in refining and concentrating precious metals for manufacturing catalysts.

The players

BASF

A multinational chemical company that operates diverse manufacturing facilities across South Carolina.

Metivo

The new corporate identity assigned to BASF's precious metal recycling and refining operations.

The details

The Seneca facility focuses on the technical refinement, concentration, and recycling of precious metals used in manufacturing catalysts. Meanwhile, the Converse location in Spartanburg County handles the specialized recycling of automotive catalytic converters.

The official rebranding of the South Carolina plants occurred in October 2026.

Market Landscape

This rebranding reflects the broader industrial trend of large chemical conglomerates spinning off or restructuring specialized divisions into distinct corporate brands. The shift positions Metivo to focus more granularly on the competitive precious metal recycling market.

The transition to the Metivo brand is primarily an internal corporate adjustment that does not change daily retail pricing or consumer product availability for residents. Employees at the Seneca and Converse facilities should expect updated branding on signage and communications.

The takeaway

The move to Metivo signals a focused effort by the parent company to specialize its branding within the precious metals industry. Stakeholders and employees in the area should monitor future corporate disclosures for any potential changes in regional operations.