Adama – New Global Brand Introduction

Foto-1_portaleThis year, Adama www.adama.com launched a new name for the Company and its subsidiaries across the world, and a uniform global brand for all of their products. The rebranding involves reducing the more than 40 global company brands to one single brand, Adama. The name Adama means earth in Hebrew, the essential element of farming, and represents the company’s commitment to advancing agriculture in its markets around the world. The transition process is expected to take approximately 18 months to complete, as each entity worldwide introduces the new brand to its stakeholders.
As Adama articulated this vision and approach across our global platform, the Company realized that a new, single, global brand was necessary. Until now, Adama has been represented across the world by more than 20 different company names, and hundreds of product brands. We needed to have a single, unified name, to reflect that we are, in fact, an integrated global company, with a strong identity, driven by our promise to customers and employees to Simply. Grow. Together. The new brand Adama is an important component in our strategic and business evolution and an opportunity for us to tell our story to our stakeholders.
In addition to the brand change, Adama has a new corporate logo, and today the company unveiled an updated and streamlined approach to its product range, a new corporate website and a new package labeling system that will also be rolled out as part of the transition process.
The re-branding process expresses the Company’s promise to the global farming community: Simply. Grow. Together. Adama is committed to working with their customers and partners around the world to identify needs and to develop and deliver solutions that allow them to focus on their business and achieve their objectives. It is Adama’s belief that this new, unified brand will enable us to speak more effectively and consistently, both at the local level and around the world.
Adama’s new logo is a stylized “A”, and echoes the three As in Adama. It is also an arrow pointing upward—a simple, universal image of growth. The new logo is consistent with Adama’s business approach to work together with farmers, partners, and the entire farming community to generate growth.
In keeping with the company’s focus on bringing simplicity to farmers and farming, Adama is restructuring its product line. The current range of product brands, which numbers in the hundreds, will transition to a number of umbrella product ranges under which all of its solutions for farmers will be available.
Adama also announced the introduction of additional packaging features, specifically designed to provide famers with practical support as they take on the day-to-day tasks of farming. Among these, new color-coding of product types, windows in containers to provide at-a-glance information on remaining product supply, a unified easy-to-read new labeling system, and embossments on cans to help prevent counterfeiting. Further packaging enhancements are to follow.

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