John Bostock is consolidating his brands as Bostock New Zealand.
The major Hawke's Bay grower and exporter has three main brands: JB Organics, JM Bostock Ltd and D M Palmer. All will be under the Bostock New Zealand banner with the rollout expected to take six months.
"We had three different brands which all share identical ownership and cross over in many ways, so we thought it was time to simplify our brand to reflect the positive growth of the company and strengthen our businesses positioning within the industry," he said.
JB Organics exports close to 90 per cent of the country's organic apples. JM Bostock Ltd grows, packs and exports squash, onions and grain and has a shareholding in Bostock Organic Free Range Chicken.
In 2003, the group purchased primary product exporter D M Palmer, giving it a vertically integrated business.
Mr Bostock said the rebrand came at a pivotal time for the company, coming out of a growing season with high yields and high quality, resulting in "unprecedented demand".
"This year we have exported record volumes of organic apples and onions. Our production base has grown, with the addition of more organic orchards and more arable cropping land. We are exporting to more customers in more countries than ever before throughout the world."
The apple industry is experiencing strong growth. In 2010, Hawke's Bay export receipts were $203 million and this year anticipated to be $363 million - a growth of 80 per cent.
Mr Bostock said apple demand helped create more permanent jobs and more trees/varieties would be planted every year for the next five years.
It would be business as usual under the new name.
"There will be no change to our operations, products or the way we conduct business. The only change is that from now on, all our growers, suppliers and customers will deal with one name."