October 21, 2009
ABB changes brand to Viterra in Australia
Press Release
Viterra Inc. has formally launched the Viterra brand in Australia and New Zealand through the renaming of ABB Grain Ltd.
All of ABB's Australian and New Zealand operations will adopt the brand name Viterra. The Pastoral and Rural Services division will be renamed the Agri-products division, reflecting the commitment to grow this segment of the business.
Viterra is Canada's leading crop inputs retailer, and the company plans to leverage its experience and buying power to expand its Australian footprint and compete for a larger share of the growers' business.
The consumer product names in Australia such as Joe White Maltings, and NRM and PCL in New Zealand will be maintained, with a decision to follow after a further review. A full rebranding initiative is scheduled to occur over the next several months.
Signage at ABB's silos and facilities across Australia and New Zealand will be changed in a coordinated manner in coming months.
