One of New Zealand’s leading growers, and the country’s largest organic apple producer, has moved to consolidate its three main brands under a new corporate name.
The Bostock Group’s JB Organics, JM Bostock and DM Palmer brands will all now come under the Bostock New Zealand banner. The group’s owner and founder, John Bostock, said the company had experienced significant expansion over recent years and had consequently moved to simplify its identities.
“We had three different brands which all share identical ownership and cross over in many ways, so we thought it was time to simplify our brand to reflect the positive growth of the company and strengthen our businesses positioning within the industry,” Bostock explained.
The Bostock Group has been growing fresh produce in New Zealand for export for more than 30 years. JB Organics is New Zealand’s largest organic apple grower, exporting close to 90 per cent of the country’s organic apple crop. In addition, JM Bostock grows, packs and markets squash and onions.
In 2003 the group purchased a 100 per cent shareholding in DM Palmer, a major exporter of primary products. The move helped to create a vertically integrated, farmer-owned business, with economies of scale and a key focus on sustainable agriculture.
While the name change heralds an exciting new chapter for the company, Bostock says Bostock New Zealand’s core values won’t change.
“Growing healthy, superior tasting produce is the priority for Bostock New Zealand, which has a proud history of sustainable production,” Bostock told Asiafruit. “We are all about, clean and pure, working together as a community to protect our land for future generations.”
The rebrand comes at a pivotal time for the group, which is coming off a bumper season, with high yields and strong sales programmes across all categories.
“This year we have exported record volumes of organic apples andonions,” Bostock said. “Our production base has grown, with the addition of more organic orchards and more arable cropping land. We are exporting to more customers in more countries than ever before throughout the world.”
Bostock said there would be no change to company’s operations, its product range or the way it conducts business. The rebrand will take approximately six months, with the rollout to include a new green logo displayed across signage, vehicles, clothing, websites and packaging.
