WHAT’S NEW
ASUREQUALITY’S NEW LOOK
AsureQuality provides the broadest range of food assurance services in New Zealand, with over 100 years’ experience working closely with our food and primary production sectors. It’s been 13 years since the two state-owned enterprises ASURE and AgriQuality merged to become AsureQuality, and after a delayed launch due to COVID-19, their team are excited to finally share their new look. The new branding is designed to better reflect AsureQuality’s business today, their shared role for Aotearoa, and the services they deliver. Along with the new look branding, they have also developed a new Purpose statement – Helping Aotearoa shape a better food world. A common theme amongst AsureQuality’s people is the passion they feel for their role and the personal connection they have to their sector partners and the industries they serve. Discussions throughout the business show high levels of personal alignment with this Purpose – connections to what people do every day and the feeling that AsureQuality is ‘of and for’ New Zealand, is particularly strong. AsureQuality’s chief executive officer, John McKay, explains “People in New Zealand’s primary production and food sectors work hard every day to uphold what Aotearoa stands for in food – a higher standard of quality and safety.
As a company, we are proud to work with them to help build and protect this enduring trust in food. Our new Purpose captures our reason for being as a business, inspires our team and guides us in the decisions we make every day.” “We’re very excited to launch our new branding and Purpose which really resonate with our people. Together, we’ve talked a lot about our New Zealand-ness and our deep sense of responsibility to do the right thing for food. The introduction of Kaitiaki Kai to our brand represents our shared role in the Aotearoa New Zealand food and primary industry sectors,” John says. “Kaitiaki Kai literally translates to guardians of food, but it has a much deeper holistic meaning. It captures the guardianship role, but also the outcomes of successfully delivering in that role. Kaitiaki requires collaboration and working with others; sharing knowledge resources and skills so that everyone benefits – not just in the immediate future but for generations to come. Actively demonstrating Kaitiaki Kai demands we bring a personal sense of commitment to our partners – New Zealand’s farmers, growers, producers and manufacturers, and the food world.” AsureQuality launched their new look in June, along with a new website which provides a better resource for their customers. As they are such a broad and diverse business, the new branding will progressively roll out and become more visible over the coming months. asurequality.com
NZGROWER : AUGUST 2020
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