Meat co-op dilemma
Meat processor Alliance Group's cash-strapped farmer shareholders face a dilemma - either pour more money into the co-operative or risk losing 100% ownership and control.
While the name does not change, the new branding focuses on the strong connection that Alliance Group, New Zealand’s only 100% farmer-owned major red meat cooperative, has with its farmer shareholders. It reflects the growing demand from consumers who want to be directly connected to the farm and know where their food comes from.
The new branding comes ahead of the cooperative’s annual farmer roadshow which starts in Cheviot on September 24.
Alliance chief executive David Surveyor said the new corporate identity celebrates the co-operative’s proud history and highlights its evolution from its beginnings 70 years ago.
“Alliance is globally-trusted and a great name. It speaks to farmers coming together. The company was established by a group of like-minded farmers who saw that unity and common purpose were strengths and owning greater parts of the value chain made absolute sense. Today, we continue that by expanding this vision even further.
“Over the last three years, we have been evolving. We are not just a great livestock processor, but also a world-class food and solutions co-operative. Alliance is building on its history and there is so much to be proud of. We are leveraging our farmer relationships and processing expertise and connecting more directly to consumers.
“That’s why we chose the farm gate because the in-built ‘A’ is a simple, effective representation of the ‘direct from farmer to consumer’ philosophy. It is symbolic of the incredible hard work of farmers, and our people, environmental sustainability, farming practices and skill that go into all of our produce. Our farmers produce quality free-range grass-fed natural lamb, beef and venison in beautiful environments where the animals are a reflection of the way they are farmed. Our farmers love what they do and have a deep affinity with the land. They are proud, and so are we, of producing food for people across the globe.”
Alliance is determined to lead the world with an increasingly differentiated portfolio of lamb, beef and venison branded products, said Surveyor.
“World-class produce starts from the farm. Alliance is about taking New Zealand’s best farmers’ produce to global markets,” says Surveyor.
“Our job is to ensure a strong connection between farmers and families from all over the world that choose our food. The key is using our strengths, our unique produce from this unique land and matching it to the needs of consumers around the world. Consumers want to know the provenance of their food and the values of the people behind their meal. They want to know what makes our produce different and worthy of their investment.”
Alliance is investing in the global food services sector, which demands the differentiated needs of chefs are recognised and catered for, he said.
“Servicing this sector, along with premium retail, requires integrated sales, marketing, processing and distribution. It also means truly understanding the end customer, chefs and the entire service chain along the way. We are also committed to embracing innovation across the value chain from on-farm practice, traceability, processing techniques and engaging our customers.”
Surveyor said Alliance’s employees are playing a vital role in the evolution of the cooperative.
“They embody the cooperative spirit, the ethos of working together, and with farmers, to build the customer experience.”
