Agronica NZ re-brand reflects farmer-centric ideals

Global transition to new brand

07/07/14 - Agricultural products New Zealand farmers have come to rely on will have a new look and a new edge as agrichemical company, Agronica, re-brands to Adama NZ.

Agronica New Zealand is part of one of the world's largest agrichemical companies, the Israel-based Makhteshim Agan Industries, which has more than 20 global brands. The new name Adama reduces this to a single brand.

“Adama expresses our commitment to farmers, distributors and associated stakeholders Agronica New Zealand General Manager, David MacGibbon, says Adama captures the company’s vision and purpose well. to simplify the business of farming,” he says. “By presenting a clear and useful brand design we are able to give farmers a streamlined approach to our range of crop protection products.”

The name Adama is Hebrew for ‘earth’, the essential element of farming, and is also a nod to the parent company’s roots. It also reflects its farmer-centric identity.

“We connect with New Zealand farmers and our distributer partners and source information and crop solutions from around the world to apply to the local market, ” MacGibbon says.

“The Adama logo is a stylised ‘A’ and can also be seen as an arrow pointing upward signifying growth,” MacGibbon says. “It’s consistent with our business approach of working together with farmers, partners and the farming community to generate growth.”

Adama’s ethos of simplifying the business of farming is also reflected in their product development: “We’ve taken a look at the chemistry and where possible made some innovative changes. For instance making products that are kinder on crops and harder on pests and diseases.”

The re-branding process enhances the opportunities for customers to interact with the company. Adama customers will benefit from the R&D horsepower of seven global product development centres. 

The company that New Zealanders have known and have been working with for the past ten years may have a new name, but as MacGibbon explains, some things will stay the same.

“The things that people enjoy about Agronica will not change,” he says. “For instance the global focus around manufacturing excellence and quality.”

Despite Adama’s international heritage, David is proud to operate a New Zealand company, with New Zealand staff, who have 167 years combined industry experience: “We’re a lean company, with highly experienced staff, that can make the right decisions at the right time - often out in the field.”