Carrfields Group brand to commence market rollout
The Carrfields Group brand will begin a market rollout from August 2015 and will be fully integrated across the New
Zealand agrimarket by December 2015.
Carrfields is borne from the Carr Group’s acquisition of the Elders New Zealand business in August 2014. The name is
representative of the South Island based Carr family who have farmed and built the Carr Group of companies over the past
forty years from the fields of the Canterbury region.
“The key focus in developing a new brand identity across a diverse range of businesses has been our New Zealand
heritage, its land, farms and people,” said Carrfields Managing Director, Craig Carr. “We have strong family values –
mutual respect, honesty and integrity which extends to each and every person working in the business, our clients and
suppliers,” he said.
“The Carrfields brand has been built on five key values,” said Carr. “Innovation, our people, integrity, service and
safety – they are all equally important and imperative to the business. Our promise is to deliver quality and integrity
across the value chain starting at the farm gate right through to the family home in New Zealand or around the world”.
The Carrfields brand will begin to appear across the collective group of brands in the Carrfields stable commencing with
Carrfields Livestock, Carrfields Irrigation and Carrfields Contracting and Carrfields Insurance. Canterbury Seed Company
will transition later in the year. There will be no change to brand license businesses including the Class Harvest
Centre, Smallbone and Lely all operating in the Canterbury region.
Carrfields hold a 50 per cent shareholding in Elders Primary Wool along with Primary Wool Cooperative. The wool brand
will transition to CP Wool from September 2015 and there will be no changes to brands in the wool business including
Wool Exports NZ, NZ Yarn and Wool Marketing Enterprises (Just Shorn).
2 “We are passionate and excited about the Carrfields brand and the fresh new approach it offers the business both
locally and on the world agristage,” said Carr. “It’s not only an exciting time for the Carr family but for everyone
involved in the business”.