The Australian Red Cross has been rebranded as Australian Red Cross Lifeblood.
Chief Executive, Shelly Park, said the new name reflected Lifeblood's expanding role.
"We are a world leader in blood safety, and while blood is at the core of what we do, we are now so much more than blood," Park said.
The organisation now provides safe, donated breast milk to babies in newborn intensive care units, critical organ matching services and is planning to provide a reliable supply of donated stool for faecal microbiota transplants.
Lifeblood operates a network of 96 donor and mobile donor centres as well as four major blood processing centres, employing nearly 3,500 people.
This year, Lifeblood will collect more than 1.5 million blood and plasma donations from more than half a million donors and will distribute more than 17,000 bottles of pasteurised donor breast milk.
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