Food and beverage manufacturer SPC today launched a new corporate brand and vision, It’s Time For Better, in line with the company’s strategy to become a global foods business.
The new corporate logo (pictured) represents a dynamic sun symbolising the hope for a better tomorrow.
The 100-year company, now under the ownership of Shepparton Partners Collective, is repositioning its stable of brands including SPC consumer, Goulburn Valley, Admona, Kuisine, Provital and Pomlife.
SPC bought the ailing business from Coca Cola Amatil, embarking on a global growth strategy and the diversification of its portfolio of products and brands.
In June the company established a joint venture with global food business Döhler which will create, manufacture and distribute new Australian sourced foods.
In October it took a majority equity stake in Australian manufacturer of frozen ready meals and finger foods The Kuisine Company.
It has also linked with CSIRO and invested in Goulburn Valley pomegranate manufacturer Pomlife.
CEO Robert Giles, said: “Over a long period, we have seen an increase in reliance on foods imported from overseas which has resulted in losing the skill and expertise of agri-businesses in Australia.
“To safeguard Australia’s food security we need to protect our intellectual property in creative foods as well as foods of the future.
“We also have to create more valued-added food products so that we can stand on our own two feet and take our products to the world.”
Giles said that in 2020 the company had launched over 100 new food and beverage products.
“We firmly believe that it will be manufacturers and innovators like SPC who will help drive Australia’s post-COVID economic recovery.”
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