NZ: Turners & Growers to revamp brand

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NZ: Turners & Growers to revamp brand

New Zealand-based produce company Turners & Growers has remodeled its brand to reflect the company's future direction and strengthen its position within the industry.Ā New T&G_Logo (small)

In a few months' time the organization's shortened initials 'T&G' will be used across its subsidiaries and business units, along with a new logo.

"In the past eight months we have created a new Purpose, new Mission, new Strategies, and new company Mindset (Values) - all with the help of our own people," T&G chief executive Alastair Hulbert said in a release.

"By refreshing our brand we bring together all of that work under a strong new banner to unify our entire business."

The company's global marketing manager Rosstan Mazey was the driving force behind the corporate rebranding, seeing it as an opportunity to simplify the business.

"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," Mazey said.

"We have a long history in the industry which we are very proud of so we didn't want to completely change our brand - but are also focused on the next 100 years."

"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."

The brand revamp is also intended to help unify the more than 30 companies within the T&G group and move closer to one single organization.

The new T&G brand name will be incorporated across the majority of divisions including Enza - which will become T&G Pipfruit - and tomato company Status Produce which will become T&G Covered Crops.

The refresh will take approximately six to nine months and will roll-out across 30 sites involving signage, vehicles, uniforms, websites and other areas where the brand has a strong presence.

www.freshfruitportal.com

 

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