ABB Changes Its Brand to Viterra in Australia
"Viterra stands for 'Life from the Land', and conveys the energy and vitality of our people and our customer relationships at home and around the world," said Mr. Fran Malecha, Viterra's Chief Operating Officer and acting president for Australia/New Zealand.
21 Oct 2009 --- Viterra Inc. is pleased to announce that it has formally launched the Viterra brand in Australia and New Zealand through the renaming of ABB Grain Ltd. (ABB).
All of ABB's Australian and New Zealand operations will adopt the brand name Viterra. The Pastoral and Rural Services division will be renamed the Agri-products division, reflecting our commitment to grow this segment of the business. Viterra is Canada's leading crop inputs retailer, and we plan to leverage our experience and buying power to expand our Australian footprint and compete for a larger share of the growers' business.
The consumer product names in Australia such as Joe White Maltings, and NRM and PCL in New Zealand will be maintained, with a decision to follow after a further review. A full rebranding initiative is scheduled to occur over the next several months.
"Viterra stands for 'Life from the Land', and conveys the energy and vitality of our people and our customer relationships at home and around the world," said Mr. Fran Malecha, Viterra's Chief Operating Officer and acting president for Australia/New Zealand.
"The combination with ABB has enhanced our position as a leading global food ingredients supplier and it is important that we leverage the strength of our brand and operate under one banner.
"Employees recognise the importance of this step and are keen to play their part in the further growth of a truly international, diversified agribusiness."
Signage at ABB's silos and facilities across Australia and New Zealand will be changed in a coordinated manner in coming months.
