Formerly Connacht Gold, the rebranded co-op is also introducing brands Nutrias and Homeland as part of a strategy to build sustainable growth for Aurivo and its shareholders.
Chairman Padraig Gibbons said: “The massive support we got from shareholders, as well as the strong direction from customers over the past two years of research, highlights the importance in building a vibrant and fresh approach to our branding and Aurivo certainly does that. It’s a name we are proud to have over our door and look forward to it being a benchmark name in the history of the Irish co-operative movement.”
The co-op says the new title and brand names will better suit its expanded geographical base, having acquired Donegal Creameries’ milk and retail stores last year. The network of 39 retail stores will be rebranded Homeland, with variants of Homeland Plus and Homeland Agri to reflect the products and services available at each outlet.
CEO Aaron Forde said: “Aurivo’s business includes consumer foods, marts, dairy ingredients, animal feeds, and retail stores, and our focus remains on growing the businesses and supporting our farmers through innovation, quality and value. We have already had strong success with our summer advertising campaign for Connacht Gold butter and we will continue to invest in all of Aurivo’s brands.”
Customer Research shows marts are generally referred to by location. Respecting this tradition, Aurivo will focus the name of the marts on their location.