Olam Food Ingredients gains branding overhaul as it extends global presence
A key rebranding move has been confirmed by Olam food ingredients (“ofi”), as it seeks to expand and enhance its range of industry solutions, including within the confectionery and bakery sectors, writes Neill Barston.
The business explained that its new identity taps into themes and colours which reflects its ability to drive innovation in all areas of its business to deliver more growth and impact for customers.
Its revamp underlines its focus as it shakes up the market with fresh thinking and ingredients that help companies meet the growing consumer demand for natural, healthy, and sustainably sourced cocoa, coffee, dairy, nuts, and spices products.
The business, which is linked to the wider Olam Group, has enjoyed a strong performance in 2021, including a move to acquire US seasoning business Olde Thompson, as well as plans for a dairy processing centre in New Zealand, as it expands its global interests.
A. Shekhar, CEO of ofi, believed the rebranding would have a notable impact. He said: “The new ofi brand carries the strong origination and supply chain heritage of Olam and equally signals our exciting aspirations for the future. It conveys the distinct and accelerated changes being made in the business to continuously improve and deliver a differentiated customer value proposition.
“We are innovating across all areas of our business, right from plant to palate. Ongoing investments in application development and R&D expertise will unleash the full natural potential of our highly complementary portfolio to deliver further value-added ingredients and solutions for our customers.
“At the farm level, we are investing further to deepen the physical and digital presence in sustainable sourcing that we are already well known for. We are also increasingly helping our customers to fast track their journey to net zero, providing specific programs for carbon reduction
by working closely with smallholder farmers and other communities across the chain. Bringing all of this together underlines our new company purpose to ‘Be the Change for Good Food and a Healthy Future’, along with all our customers, partners and other stakeholders.”
Gerard Manley, CEO of ofi’s cocoa business, added that over the past 17 years the company had invested in the future of sustainable cocoa and related ingredients worldwide, and that its rebranding was a notable chapter in its development.
He said: “The new brand reflects how we will use this extensive expertise and imagination to find even more creative and sustainable ways to innovate in the confectionery, bakery, and dessert categories. By bringing together ingredients and know-how from across the entire ofi portfolio we can help customers respond to indulgence and well-being trends – for example collaborating on a delicious yet nutritious chocolate flavoured nut milk drink made with almonds from our orchards and cocoa grown by farmers supported through our Cocoa Compass sustainability ambition.”
