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‘Stop Adani’ protesters and ‘Start Adani’ supporters will all need a new catchcry after news the Carmichael coal mine developer is rebranding.

Adani is launching a new brand for its Australian mining business, Bravus Mining & Resources.

It comes as the company marks its 10-year anniversary of operations in Australia and construction of the controversial Carmichael coal mine and rail network continues at full pace.

Bravus Mining & Resources chief executive officer David Boshoff said now that construction of the Carmichael project was well underway, it was the ideal time to give Adani’s mining business its own Australian brand.

“Our 10 years in Australia has been a journey that has tested the resilience, skills and determination of our people and has confirmed the depth of our commitment to regional Queensland,” he said.

“We have made a significant investment in Queensland and we will be here for the long haul employing local people and doing business in Australia.

“We are proud to be a dedicated Australian company that is part of the North Queensland community. We will continue to stand up and deliver for the good of our community, no matter how courageous it requires us to be, and Bravus, our new name, reflects this intent.”

Among the company’s detractors, Greenpeace was quick to respond to the rebranding.

“The Latin for ‘brave’ isn’t ‘bravus’. The word Adani is looking for is ‘fortis’, which English ‘fortitude’ is derived from. ‘Bravus’ is a ‘vulgar’ (medieval) Latin version based on the Latin ‘barbarus’, meaning barbarian,” Greenpeace Australia Pacific head of research and investigations Dr Nikola Casule said.

“Bravus was eventually adopted as an English word, via Middle French to become our word ‘brave’, but the word itself had much of a connotation of a violent enemy of civilisation.

“A word with its roots in ‘barbarian is fitting for a company whose proposed Carmichael mega mine would accelerate the global warming crisis that threatens our own, human civilisation’s life on planet earth.”

Mr Boshoff said Bravus was an Australian company that operated under Australian law and would pay taxes and royalties here.

He said more than 1500 people were currently employed on the Carmichael mine and rail project and more than $1.5 billion worth of contracts had been awarded.

“It is terrific that 88 per cent of that work is being done right here in Queensland,” he said.

“We are proud to say that 100 per cent of the people working on our project live in Queensland. That has given us a strategic advantage during COVID restrictions and means we can keep working with few interruptions, providing a much-needed boost to the regional Queensland economy.

“And there is still more construction and jobs to come as we head towards producing our first coal in 2021.”

Mr Boshoff said Bravus’ high quality coal would be part of the solution as the global energy mix transitioned to a low emissions future.

“The Stop Adani movement has tried unsuccessfully to prevent our business from operating in Australia, but the fact is there is ongoing demand for thermal coal in Asia and India,” he said.

“We have already secured the market for the 10 million tonnes per annum of coal produced at the Carmichael Mine, which is focused on India and Asia.”

Mr Boshoff said the new Bravus name would become increasingly well-known as the brand rolled out over the next year in the lead up to the Carmichael mine becoming operational, and that the business was on track to produce first coal in 2021.