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Rebranding to boost New Zealand exports

09-Feb-2012
Last updated the 09-Feb-2012 at 16:05 GMT

New Zealand exporter Wakatū Incorporation has rebranded its food and beverages businesses, in a bit to boost exports.

The division, said the group, will now operate under a uniform brand, Kono - the Māori word for food basket.

Aotearoa Seafoods, Tohu Wines and Ngatahi Horticulture will be, from now on, known as Kono NZ.

The Wakatū Incorporation manages its entire value chain from growing, processing and marketing for the export market.

Its seafood business is the company’s largest with key markets for mussel and crayfish exports in Asia. The wine division is focused on premium while its horticulture business covers apples, pears, hops and kiwifruit.

Keith Palmer, CEO of Kono, said: “Working together as a consolidated business enables us to switch to multi-product marketing rather than single-product selling. This will increase our overall sales and enable us to become a premium food supplier.”

“One focus will be strengthening our relationships with existing customers to expand the breadth of products we supply to them.”

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