New Zealand food businesses Bluerock, Sulkem, and Pacific Supplies are to merge under the newly established Groupfood Group.
Bluerock owns the Food Snob brand of specialty cheeses and antipasti and Veesey dairy-free cheese, and imports other brands, including Flora spreads, and Rana pasta. Sulkem is an importer of food and beverage ingredients, and Pacific Supplies a distributor of specialty food products.
According to CEO Mark Prenter, the newly launched group pays homage to the “Good” in Goodfellow – a pioneer in New Zealand’s dairy industry, who launched Amalgamated Dairies in the early 1900s – and reflects the heritage, values, purpose, and mission of the company.
He describes the move as one of the biggest steps in the company’s history and recognises the legacies by Sir William Goodfellow, his son Douglas, and his grandson Bruce, who expanded the Amalgamated Dairies business into new areas.
“Thanks to their vision, we are a growing, full service, multi-channel food business, and our new company-wide brand aligns to our growth strategy,” said Prenter.
He added that having different brands confused customers, and internally, the company wanted to be more cohesive under one name.
“With a number of our staff operating remotely through the pandemic, it became even more important to us to have one brand that united us and reflected who we are,” Prenter continued.
“We are not only streamlining our back end operations and our external communications – we are ultimately enhancing how we develop our culture as a company.”
Goodfood Group signage and branding will be implemented this week and moving forward, all company communications will be under the Goodfood Group name.
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