Turners & Growers has revamped its corporate brand reflecting the company’s new direction and its expanding business interests outside New Zealand.From now on, the abbreviated T&G will be used across the majority of the company’s business units.
“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,” said T&G chief executive Alastair Hulbert.
Global marketing manager Rosstan Mazey, the driving force behind the corporate rebrand, said it as an opportunity to simplify the business while strengthening the company’s position in the industry.
The company is seeking to move away from the full name Turners & Growers for its 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,” said 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.”
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,” said Mazey.
