Thomas Foods International, one of Australia’s largest family-owned food processing companies that exports to over 80 countries, recently acquired Mondello Farms (Rural Harvest Farms) a horticulture venture specialising in growing, processing and selling potatoes with operations in South Australia and Victoria.
Thomas Foods International CEO Darren Thomas says, “there a lot of synergies between meat and horticulture”. “The value chain is very similar to meat processing”. “In fact many of our livestock suppliers are dual potato farmers as well, so you have growers and you have a processing facility”.
“We are excited about the future of this business and our plan is to grow it in Australia by expanding growing operations and distribution as well as by increased marketing of our unique varieties to consumers”.
“We will also seek to grow our overseas business through opening up new export markets”. “So with this in mind, it made sense for us to bring the branding into line with our overall global strategy”, Mr Thomas said.
Although work is well underway, it is envisaged that the full rebrand will take until the end of the first quarter of 2014 to implement completely.
A key aspect of the rebrand will see the business renamed from Mondello Farms (Rural Harvest Farms) to Thomas Foods International Fresh Produce enabling the newest division to benefit from leveraging our corporate brand.
A review of the organisation’s product brands found that there was strong equity associated with both the ‘Redback’ and ‘Snow White’ product brands and as a result both brands will be retained although they will be redesigned to ensure that they remain relevant in the future.
The division sells via three distinct channels – wholesale, retail and export.
In the case of wholesale and export Redback and Snow White will remain the lead product brand and will be endorsed by Thomas Foods International Fresh produce.
In retail however we plan to expand our existing global consumer brand ‘Thomas Farms’ which will play the lead role on all consumer packaged product and will be supported by Redback and Snow White branding.