Alliance Group has a new corporate identity
New Zealand’s only 100 percent farmer-owned major red meat co-operative has unveiled its new corporate branding ahead of the annual farmer roadshow.
Alliance Group added that its name is not changing but the new branding and logo is focused on the strong connection that the organization has with its farmer shareholders. Furthermore, it explained that the new branding reflects the growing demand from consumers who want to be directly connected to the farm and know where their food comes from.
Alliance Chief Executive David Surveyor said the new corporate identity celebrates the co-operative’s proud history and highlights its evolution from its beginnings 70 years ago.
Mr. Surveyor added that in the last three years the organization has been evolving from a livestock processor to world-class food and solutions co-operative.
“Alliance is globally-trusted and a great name. It speaks to farmers coming together. 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," Mr. Surveyor explained.
“That’s why we chose the farm gate because the inbuilt ‘A’ is a simple, effective representation of the ‘direct from farmer to consumer’ philosophy. It is symbolic of the incredibly hard work of farmers, and our people, environmental sustainability, farming practices and skill that go into all of our products."
Mr. Surveyor also said about the company is determined is determined to lead the world with an increasingly differentiated portfolio of lamb, beef, and venison branded products.
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