While the name does not change the new branding focuses on the strong connection that Alliance, New Zealand’s only 100% farmer-owned major red meat co-operative, has with its farmer shareholders.
It reflects the growing demand from consumers who want to be directly connected to the farm and know where their food comes from.
Chief executive David Surveyor said the new corporate identity celebrates the co-operative’s history and highlights its evolution from its beginnings 70 years ago.
“The company was established by a group of like-minded farmers who saw that unity and common purpose were strengths and owning greater parts of the value chain made absolute sense.
“Today, we continue that by expanding this vision even further.
“Over the last three years we have been evolving.
“We are not just a great livestock processor but also a world-class food and solutions co-operative.
“We are leveraging our farmer relationships and processing expertise and connecting more directly to consumers.
“That’s why we chose the farm gate because the in-built A is a simple, effective representation of the direct from farmer to consumer philosophy.
“It is symbolic of the incredible hard work of farmers and our people, environmental sustainability, farming practices and skill that go into all of our produce.
“Our farmers produce quality, free-range, grass-fed natural lamb, beef and venison in beautiful environments where the animals are a reflection of the way they are farmed.
Alliance is determined to lead the world with an increasingly differentiated portfolio of lamb, beef and venison branded products, Surveyor said.
“World-class produce starts from the farm.
“Alliance is about taking NZ’s best farmers’ produce to global markets.
“Our job is to ensure a strong connection between farmers and families from all over the world that choose our food.
“The key is using our strengths, our unique produce from this unique land and matching it to the needs of consumers around the world.
“Consumers want to know the provenance of their food and the values of the people behind their meal.
“They want to know what makes our produce different and worthy of their investment.”
Alliance is investing in the global food services sector, which demands the differentiated needs of chefs are recognised and catered for, he said.
“Servicing this sector along with premium retail requires integrated sales, marketing, processing and distribution.
“It also means truly understanding the end customer, chefs and the entire service chain along the way.
“We are also committed to embracing innovation across the value chain from on-farm practice, traceability, processing techniques and engaging our customers.”
The annual roadshow begins in Cheviot on September 24 and ends in Akaroa on October 26.
Shareholders, suppliers, rural professionals and anyone interested in the co-operative is invited to attend.
