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SPC revamps brand as it pushes for global recognition

Australian FMCG giant SPC has unveiled a new branding and vision, called “It’s Time For Better”.

The company has redesigned its logo using a sun it says depicts “hope for a better tomorrow,” and represents its global vision while still maintaining the connection between nature and Australia.

SPC said in a statement it wants to be known for having value-added and innovative products globally. The food maker is investing in the local agricultural sector via its initiatives such as acquiring the brands, Pomlife and Kuisine, as well as signing a joint venture with Döhler for a more sustainable and global business. 

Its brand portfolio also includes Goulburn Valley, Admona and Provital.

“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,” said SPC chair Hussein Rifai in a statement.

“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,” she said.

SPC CEO Robert Giles said that over a long period, there has been increasing 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,” he said.

“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.”

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