Turners & Growers [NZX: TUR] has rebranded to T&G, a shortened version of the name that was already widely used by the fruit and vegetable grower and distributor.
With 117 years of history, the company says the decision to rebrand has not been taken lightly to ensure the heritage was retained, while acknowledging the growth of the business outside New Zealand.
T&G chief executive Alastair Hulbert says the company has created a new “purpose, mission, strategy and mindset.”
“By refreshing our brand we bring together all of that work under a strong new banner to unify our entire business,” he says.
In a release, the company says global marketing manager Rosstan Mazy has been the driving force behind the rebrand.
“T&G is the term we use every day throughout our business and what many of our growers and customers use as well, so it makes sense to change the brand to the shortened form.
“We have retained the importance of the ‘ampersand’ symbol that signifies the strong relationships we have within the industry, the koru style gives a nod to our New Zealand roots and the leaf signals our fresh produce business and growth aspirations,” Mr Mazey says.
Over 30 companies and brands fall within the T&G Group and the rebrand will be incorporated across the majority of divisions.
This will take approximately six to nine months and cover 30 sites involving signage, vehicles, uniforms, websites and other areas where the brand has a strong presence.
In February the company outlined a “new growth strategy,” which announced plans to focus on key international categories such as pipfruit, grapes and kiwifruit while hothouse and citrus are the focus for the domestic market.
T&G exports to more than 60 countries throughout the year.
Campbell Gibson for NBR Food Industry Week
Fri, 03 Oct 2014
Fri, 03 Oct 2014
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Produce company opts for brevity
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