“Kiwifruit remains our foundation, but the company has matured to the point where it is now time for us to reset the brand strategically for our next growth platform,” said Seeka Chief Executive, Michael Franks. “We have a greatly diversified range of products, plus processing and marketing activities across New Zealand, Australia and internationally. The old brand didn’t reflect Seeka’s performance, activity and energy, or where we aspire to be. It was time for us to overhaul and future-proof the way we present Seeka for our growers, shareholders, customers and other stakeholders. Today we send more produce to key markets around the world than ever before.”

In addition to growing, processing and marketing kiwifruit, avocados and kiwiberries, Seeka also imports, ripens and distributes bananas and tropical fruits from the Philippines and South America in New Zealand, and holds the New Zealand agency for Sumifru.

Last year, it acquired leading Australian kiwifruit company, Bunbartha Fruit Packers Pty, and set up Seeka Australia. In addition to having an estimated 80 per cent of Australian kiwifruit production, the Australian arm of the company is also a major grower of Nashi pears, as well as plums, apricots and cherries. Seeka also recently acquired the Kiwi Crush and Kiwi Crushies nutraceutical product ranges, and will move into a new, purpose-built head office in Te Puke, early next year.

The reality was that Seeka now does a lot more than simply grow kiwifruit and wrap cardboard around it for export, Franks said. “We’re proud of our heritage. Seeka is a powerful, unique name and we want to focus on extending its value.”

The new brand was presented to internal staff and at its annual stakeholders meeting.

Franks noted that Seeka had handled a company record 32.3 million trays of kiwifruit in the past season, up 17 per cent, as well as reporting sector-leading returns for its avocado growers for the third year running. Seeka also had a strong and profitable first six months to June 2016 from its Australian operations, handling 0.6 million trays of kiwifruit, 1,432 tonnes of Nashi pears and 1,791 tonnes of European pears.

“We have delivered exceptional performance for our growers and stakeholders,” said Chairman, Fred Hutchings. “The rebrand will underpin Seeka’s strategy of growing our size and profitability. We will continue to vertically integrate, build on our core competencies and values, and look to make further value accretive investments.”

Seeka General Manager, Growers and Marketing, Annmarie Lee, said the new brand included a new tagline – ‘Selecting excellence’ – and a refreshed logo, incorporating a star bursting with life, was inspired by the company’s core fruit products.

The logo retains the Seeka font and colours, allowing the company to leverage off the existing value created by the company’s SeekaFresh in-market branding.

The company’s core brand attributes include:

• Founded on relationships – The fundamental foundation of Seeka’s business, relationships with growers, contractors, suppliers, customers and investors;
• Quality obsession – Sets Seeka apart;
• Independently ingenious – Delivering performance and innovation beyond the norm;
• Growing futures – Seeka’s business works with the land to deliver economic benefits in a sustainable way to stakeholders;
• Inspirational people – Motivated, empowered and accountable, with training and development and rewarded for performance;
• Safety always – Everyone visiting sites, orchards and operations, or purchasing Seeka products or services, must know they are safe.

“The rebrand and new core values reflect what we believe are important to our stakeholders,” Lee said. “It will ensure we have a professional and consistent brand presence on the orchard, in the packhouse, and in the market.”

The rebrand will see Seeka rapidly roll out all new corporate livery, site signage, billboards, staff clothing, packaging and stationery.