New corporate branding for iconic Australian food and beverage manufacturer SPC is part of its strategy to become a global food and beverage business, CEO Robert Giles says. It will house its family of brands including SPC consumer, Goulburn Valley, Admona, Kuisine, Provital and Pomlife.
The company also released its new vision – It’s Time For Better.
The new corporate logo represents a dynamic sun symbolising the hope for a better tomorrow, chair Hussein Rifai said. As the world’s most reliable natural resource, it represents the company’s global vision while retaining a strong link with nature and Australia.
“This is a really exciting time for all of us here at SPC as we build a global company that will play a positive role in feeding the world. Paying respect to our heritage, we will nurture our roots here in Australia; deepen them and branch out to ensure we reach the rest of the world.
“Our goal is to inspire Australian businesses and governments to collaborate on the long-term security and viability of food manufacturing in Australia. We will also work alongside international governments and global businesses to distribute high-quality, wholesome food around the world.”
Since Coca-Cola Amatil sold the company to Shepparton Partners Collective, the company has been set on a growth trajectory, intent on creating a globally viable business.
SPC has spent around $20 million bringing its IT systems up to speed, having inherited an ERP system not updated since the '90s. It sold its Kyabram factory, IXL jam and Taylor’s marinades and sauces for an undisclosed sum in October 2019, bought PomLife in April, entered a joint venture with international ingredients specialist Döhler in June, signed a new three-year workplace agreement with Australian Manufacturing Workers’ Union in August and bought a majority stake in a frozen food manufacturer Kuisine Co in October.
Giles said: “We have placed greater value on collaboration and entrepreneurship both from within SPC and outside – it’s why we have partnered with Döhler, CSIRO, and invested in Pomlife and Kuisine and we look forward to building on these.
“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 value-added food products so that we can stand on our own two feet and take our products to the world.
“Even with a global pandemic, we have seen our business go from strength to strength – in 2020 alone we have 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.
“We must all take the opportunity to support those businesses so they can become leading brands that service not only the Australian population but the world.”
Listen to Food & Drink Business editor Kim Berry’s chat with Rob Giles on the podcast:
