Leading kiwifruit company Seeka rebrands

Seeka CEO Michael Franks, Seeka Kiwifruit Industries Limited has been rebranded "Seeka". Photo/file

New Zealand and Australia's biggest kiwifruit grower today announced a major name change and rebrand to reflect its evolution into a leading premium produce company.

Seeka Kiwifruit Industries Limited has been rebranded "Seeka", and effective 28 October will have a new company name, Seeka Limited. 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," he said.

"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."

The rebrand was announced at today's annual stakeholders meeting in Tauranga.

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 Seeka acquired leading Australian kiwifruit company Bunbartha Fruit Packers Pty for $25 million 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.

The company also recently acquired the Kiwi Crush and Kiwi Crushies nutraceutical product ranges and plans to 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."

Chairman Fred Hutchings said the company had delivered exceptional performance for its growers and stakeholders.

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.

Seeka has already begun to roll out all new corporate livery, site signage, billboards, staff clothing, packaging and stationery.

Seeka
• Founded: April 1987
• Listed on the NZX: Nov 2003
• Staff numbers: Permanent - 293, seasonal - approximately 2,300