One of New Zealand's leading apple producers has decided to simplify its marketing strategy by bringing three brands under the one umbrella, Bostock New Zealand.

John Bostock

In a release, the company said the new corporate name and brand would incorporate JB Organics, JM Bostock Ltd and D M Palmer.

"We had three different brands which all share identical ownership and cross over in many ways so we thought it was time to simplify our brand to reflect the positive growth of the company and strengthen our businesses positioning within the industry," owner and founder John Bostock said.

JB Organics is New Zealand's largest organic apple grower, exporting close to 90% of the country's organic apple crop, while it also markets high quality squash, onions and grain, and partly owns Bostock Organic Free Range Chicken.

In 2003 the group purchased 100% of D M Palmer, a major exporter of primary products.  The result has been a vertically integrated farmer owned growing and export business, with economies of scale and a key focus on sustainable agriculture.

Bostock said the company's core values would not change under the new branding scheme.

"Growing healthy, superior tasting produce is the priority for BOSTOCK NEW ZEALAND, which has a proud history of sustainable production," he said.

"We believe in educating the wider population about the benefits of eating well and we have opened an organic café to feed our staff and local visitors.

"We are all about, clean and pure, working together as a community to protect our land for future generations."

The company said the rebranding came at a pivotal time, following a bumper growing season with high yields and top quality produce.

"This year we have exported record volumes of organic apples and onions. Our production base has grown, with the addition of more organic orchards and more arable cropping land.

"We are exporting to more customers in more countries than ever before throughout the world.

"We have been experiencing strong demand as our products have arrived in our markets. The quality has exceeded our customers' expectations and we are experiencing unprecedented demand."

This demand has driven growth at Bostock, triggering more permanent jobs with plans to plant more trees each year for the next five years and introduce more organic apple varieties as part of an orchard redevelopment program.

"We're excited to have a fresh look and name to reflect this growth. The refresh is an opportunity to simplify the business and operate under one name," Bostock said.

The rebrand will take approximately six months and will rollout with a new green logo across the company involving signage, vehicles, clothing, websites, packaging and other areas where the brand has a strong presence.

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