Almost a century-and-a-half of the district's history is set to be all but buried after clay giants WBB Minerals announced this week it is to adopt the name of its Belgian parent company.

The firm has been a major employer in the area since the mid-19th century and has lent its support to countless community initiatives.

Success in finding markets for the rare and highly-prized ball clay it mines in the Bovey Basin has made it a leading name in the ceramics industry.

Known to most people simply as WBB the firm was acquired almost ten years ago by the multi-national Sibelco Group.

But the WBB name was retained, maintaining a link with the past.

Now bosses have decided it is time to present a 'more consistent image globally across our different markets'.

It means pits and depots across the district and elsewhere in Britain will soon have the Sibelco logo on the gates.

Staff will be issued with new uniforms.

Only certain products will still bear the WBB legend.

Rob Sproston, the company's marketing communications manager, said: 'The WBB name and logo will be retained as a product brand for clays sold into the ceramics marketplace. This is where the name is best known and valued.

'Our ceramics customers will continue to receive products bearing the existing WBB logo and will still see the brand via the usual marketing channels.

'The name change from WBB Minerals to Sibelco UK will take effect from October 1. The new identity will be gradually phased in over the coming months.

'Staff have been familiar with the Sibelco name for a number of years and it is already widely used internally so this is not a major transition.

'Our business and our markets are constantly changing and the new name better reflects the structure of the organisation of which we are a part.

'There is a great deal of heritage and brand equity in the WBB name and that is why it will remain prominent in the ceramics marketplace.'The name Watts has been associated with the industry for more than 200 years.At the turn of the 19th century Nicholas Watts owned 88 acres in the Manor of Preston which he exploited for its mineral wealth.Messrs Watts, Blake and Bearne formed their business in 1861.Prior to the first world war the firm became a private limited liability company and in 1914 moved into headquarters at Courtenay Park, Newton Abbot.Since then the name has become synonymous with the district, notably Kingsteignton.The last man to run the old WBB before Sibelco gained control was John Pike.He mourned its passing.From his Newton Abbot home he said: 'It's a great shame. It's sad to know the name will stop being used.l From page 1'The name has strong and good associations for many people in the locality. I think that was especially so in the 1960s, 70s and 80s when the company had a very high reputation.'An example was our employment policy which meant that for 25 years there were no redundancies.'We also ran the very successful Abbrook Social Club and supported the football club, judo, bowling and other sporting activities.'It was always our belief that mining could be a dirty industry and we felt our policies should compensate for that in some way, that we should help to mitigate the inconveniences.'The change to Sibelco should not signal a retreat from engaging with the community. Yes, there are always short-term financial considerations but fostering good relationships with the community yields substantial long-term dividends.'WBB Minerals was formed in October 2001 through the merger of Watts Blake Bearne & Co plc and Sibelco Minerals & Chemical Ltd.Sibelco, formerly known as Hepworth and prior to that British Industrial Sand, was established in 1951.In recent years WBBM has courted controversy with bids to develop vast areas of worked out pits at Kingsteignton.Its plans have spawned the Kingsteignton Residents Environmental Awareness Group which now has approximately 650 members and four seats on the parish council.An inquiry into a bid for 650 homes and a major sports complex at New Cross is still ongoing after Teignbridge Council last year refused WBBM permission for the project.A decision had been expected this month but the secretary of state has requested further information delaying any announcement, possibly until November.l Historical information from The Potters' Field (David and Charles) and The Mid Devon Advertiser archives.