Under the theme, 'There's a new Cargill taking shape', Cargill recently announced a new brand strategy that focuses on helping farm and food customers succeed, the company claimed. A new corporate identity, or logo, has been introduced to symbolise the change.
In a statement, Warren Staley, Cargill chairman and chief executive officer, said, albeit excessively: "We are building deeper, more collaborative relationships with our customers. We are working with them to explore their needs, discover potential solutions and create the right mix of knowledge, product and service offerings to help them grow their businesses and then deliver reliably on that promise." Quite how a new logo could fulfil this aim was not explained.
The new strategy and identity aims to utilise the company's experience across the food system to help customers adapt to changing consumer needs and bring food processing and product innovations to the market.
"Our efforts today centre on creating distinctive value for our customers - from helping farm customers market their products, to helping manage food customers' supply-chain logistics and risks. With this strategy we are more customer-focused, performance-oriented and innovative in all of our business relationships."