The company’s main brand will now be called Blue Sky Pastures and was unveiled by chief executive Todd Grave at the company’s AGM earlier this month.
“The company name will remain as Blue Sky Meats but going forward, the brand we present to the outside world will be Blue Sky Pastures,” he explained.
Grave said consumer research showed the company needed to refresh its brand, transitioning from an industrially focused company name talking about their operations, to a more consumer-driven brand, which talks about who the company is, where it comes from and its values.
“We’ve made a lot of headway in recent years and while we’ve still got work to do, we felt now was the appropriate time to launch a brand refresh which reflects our new horizons,” he said. “The new brand is reflective of Blue Sky Meats being in the business of creating authentic eating experiences for people who care about where the produce comes from.”
The business also introduced its new premium sub-brand, Melrose Station. Melrose Station lamb is grass-fed, antibiotic-, hormone- and GMO-free, sourced from a single farm in Southland. The sub-brand is positioned on purity, provenance and craftsmanship and provides foodservice and consumers transparency in supply chain.
This is the first step in a project which will see Blue Sky Meats providing farm-specific traceability. Melrose Station lamb products have been available exclusively in a small number of Southland restaurants since early this year and will soon be listed in Walmart China’s top 25 outlets.