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A new look for the Turners & Growers brand
With 117 years of history, the company took careful consideration ensuring the heritage was retained, while acknowledging the growth of the business outside of New Zealand, and the new strategies for the future.
“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. By refreshing our brand we bring together all of that work under a strong new banner to unify our entire business,” says T&G Chief Executive Alastair Hulbert.
Global Marketing Manager Rosstan Mazey has been the driving force behind the corporate rebrand and sees it as an opportunity to simplify the business while strengthening the company’s position in the industry.
One significant but simple change is the move away from the full name ‘Turners & Growers’ for the subsidiaries and business units, to the shortened initials ‘T&G’.
“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 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,” says Global Marketing Manager Rosstan Mazey.
“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.”
With over 30 companies and brands within the T&G Group, the refresh is an opportunity to simplify the business and move closer to one organisation. The new T&G brand name will be incorporated across the majority of divisions including ENZA (in New Zealand) which will become T&G Pipfruit and Status Produce (tomatoes) 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.
“It’s a great time to be part of T&G. Our people are excited and these changes will build a strong unified team and brand that will take us into the future,” says Mr Mazey.
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