Connacht Gold shareholders endorse co-op rebranding

Aurivo Co-operative Society Ltd has been endorsed by Connacht Gold shareholders as the west coast co-op’s new name.

Shareholders unanimously approved the new name in a vote at a special general meeting in Claremorris yesterday.

The rebrand was flagged a few weeks ago at Connacht’s unveiling of its 2012 accounts. The co-op says the new name will better suit its expanded geographical base, having acquired Donegal Creameries’ milk and retail stores last year.

Aurivo chairman Padraig Gibbons said the name change followed in-depth discussions and market research over the past two years. He said the process of bedding down the new name will get under way immediately and it will be accompanied by a re-branding of the co-operative’s retail stores and animal feed businesses.

The network of 39 retail stores will be rebranded Homeland, with variants of Homeland Plus and Homeland Agri to reflect the range of products and services available in each outlet.

Connacht Gold animal feed products will be marketed under a new brand, Nutrias.

Mr Gibbons said: “With the growth in depth and breadth of our business in recent years, the board felt the time is now right to invest in new brand architecture. This decision provides a new platform for innovation and growth which will benefit our businesses and the communities we serve.”

Mr Gibbons stressed the re-branding will not impact on the high-profile Connacht Gold dairy brands, which will be retained as will the Donegal Creameries brand and the Organic For Us brand.