Seeka launches a rebrand to reflect its growth into a diversified produce company
Te Puke, October 21 - New Zealand and Australia’s largest kiwifruit grower today announced a major name change and
rebrand to reflect its evolution into a leading premium produce company. Te Puke-headquartered Seeka Kiwifruit
Industries Limited has been rebranded “Seeka”, with the new company name Seeka Limited, effective 28 October. The
company will retain its NZX ticker code of SEK.
“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, 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, said
Mr Franks. “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 on Thursday and at its annual stakeholders meeting today.
Mr 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.” 2
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, 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,” said Ms Lee. “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, starting from today.
ends