25 February 2015
Synlait Farms rebrands as Purata
Synlait Farms – the former subsidiary business of Synlait Ltd – has rebranded as Purata.
With Latin and Maori origins meaning ‘clear, bright - like a beautiful morning,” Purata’s name reflects the company’s
new vision post ownership change, says Purata CEO Juliet Maclean.
Accompanied by the tagline ‘Farming for Tomorrow’, the Purata brand embodies the company’s focus on innovation,
sustainability and creativity.
Juliet Maclean says changing the brand name, tagline and colour palate will help Purata reinforce its separate identity
since leaving parent company Synlait Ltd.
“While we continue to have a strong customer-supplier relationship with Synlait Milk, we have operated as independent
companies for some time so we’re excited to have a fresh look and name to reflect this evolution.”
“Pura is pure in Latin and ata means morning in Te Reo so Purata was inspired by the region we work in and how we work.
Pure taps into the white snow on the Southern Alps and the clear waters we utilise and ata reflects the time of day our
team is busiest. The new name Purata positions us as an organisation constantly moving forward - a company that is up
early and busy blazing a trail while the rest of the world is still waking up,” says Juliet Maclean.
Purata’s ‘2x2020 Strategy’, developed over the past year since the change in ownership to a partnership comprising
Shanghai Penxing, Juliet Maclean and John Penno, sets ambitious new targets for the company.
These targets include doubling milk solids production by 2020 through continuous improvement rather than land
acquisition alone, and launching New Zealand’s first long-term incentive plan for employees within the corporate dairy
Although long term incentive plans are common in other industries, Juliet Maclean says Purata’s initiative is the first
for a corporate dairy farming business in New Zealand.
“This plan gives our senior management team the opportunity to grow their wealth through a career at Purata rather than
the traditional paths of contract milking, sharemilking or farm ownership. It will provide them with real ‘skin in the
game’ over time in one of the world’s leading multi-farm dairy businesses. The option to own shares in Purata means they
can achieve their goal of land and livestock ownership,” she says.
Although the change of name heralds exciting new opportunities for the business, Juliet Maclean says Purata’s core
values won’t change.
“Developing our people, grassroots leadership, backing each other all the way, and thought leadership that benefits the
wider farming community, have all been a focus in the past and will continue to guide how we work. The future is
exciting, especially for the team at Purata, as we really are farming fortomorrow.”
Purata owns 13 dairy farms in Canterbury making it one of the largest dairy farm operations in New Zealand with a total
land holding of 4,820 hectares. The company intends to grow further through productivity improvements, irrigation
development and the acquisition of complementary dairy farms where management can improve performance.