Dive Brief:
- Turners & Growers, a 117-year old grower/shipper based in New Zealand, has unveiled a new name, logo, and corporate messaging.
- The company's new name, T&G, is the shorthand version of its existing name and already widely used in the industry.
- The company, which is best known for its Enza brand apples and Delica brand table grapes, said the rebrand is aimed at promoting a unified vision for the more than 30 units and businesses within the company.
Dive Insight:
It's been more than a half-century since T&G was last involved in a major rebranding. And that one went quite well. Food history buffs know it was the team at Turners & Growers who changed the name of the Chinese gooseberry to "kiwifruit," launching an entirely new export industry.