AsureQuality provides the broadest range of food assurance services in New Zealand, with over 145 years’ experience working with our food and primary production sectors. Their journey began way back in 1875 as part of the Department of Crown Lands, which in 1892 became the Department of Agriculture. Their services were split across two state-owned enterprises (AgriQuality and ASURE) in 1998, before eventually merging in 2007 to become AsureQuality.
After 13 years, AsureQuality have launched new branding, to better reflect who they are today, their shared role for Aotearoa, and the services they deliver. While reflecting on their business, the common theme amongst AsureQuality’s people was the passion they feel for their role and the personal sense of commitment they bring to their partners and the industries they serve. The rebranding project began in 2019, with the launch being delayed due to the impact of COVID-19, so their team are excited to finally share their new look.
As part of the new branding, they have introduced a new Purpose statement - Helping Aotearoa shape a better food world.
As a people-focused business, AsureQuality shared the proposed new Purpose statement with people across the entire business with open and honest feedback sought and gained. They found there were high levels of personal alignment with this Purpose - connections to what people did every day and the feeling that AsureQuality is of, and for, New Zealand, was particularly strong.
AsureQuality’s Chief Executive Officer, John McKay explains “People in New Zealand’s food and primary production sectors work hard every day to uphold what Aotearoa stands for in food – a higher standard of quality and safety. As a company, we are proud to work with them to help protect this enduring trust in food. Our new purpose captures our reason for being as a business, inspires our team and guides us in the decisions we make every day.”
“We’re very excited to launch our new branding and Purpose which really resonate with our people. Together, we’ve talked a lot about our New Zealand-ness and our deep sense of responsibility to do the right thing for food. The introduction of Kaitiaki Kai to our brand represents our shared role in the Aotearoa New Zealand food and primary industry sectors” says John. “Kaitiaki Kai literally translates to guardians of food, but it has a much deeper holistic meaning. It captures the guardianship role, but also the outcomes of successfully delivering in that role. Kaitiaki requires collaboration and working with others; sharing knowledge resources and skills so that everyone benefits – not just in the immediate future but for generations to come. Actively demonstrating Kaitiaki Kai demands we bring a personal sense of commitment to our partners – New Zealand’s farmers, growers, producers and manufacturers, and the food world.”
The new branding launched on 17 June, along with a new website which provides more functionality and will be a better resource for their customers. As AsureQuality is such a broad and diverse business, the brand will progressively roll out with the new brand becoming more visible over the coming weeks.