ONE of Shepparton’s iconic, if not premium companies, SPC Limited, in its quest to become a billion-dollar company has rebranded with a new vision ‘It’s Time For Better’.
The new corporate positioning aims to support SPC’s global growth strategy and the diversification of its current brands including Ardmona, Kuisine, Provital and Pomlife.
SPC is in pursuit of reclaiming its position as a leader in food that sells value-added and innovative products around the world.
According to the company, the new corporate logo represents a dynamic sun symbolising the hope for a better tomorrow. As the world’s most reliable natural resource, the sun represents the company’s global vision while retaining a strong link with nature and Australia.
“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. 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,” SPC chair, Hussein Rifai, said.
SPC chief executive officer, Robert Giles, said, “Over a long period, we have seen an increase in 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.
“We have placed greater value on collaboration and entrepreneurship both from within SPC and outside – it’s why we have partnered with Döhler, CSIRO, and invested in Pomlife and Kuisine and we look forward to building on these,” Mr Giles said.
