The Agrochemicals Association of Kenya on Tuesday unveiled a brand new identity that reflects the ongoing transformation of its strategy.
Officials said this is towards delivering “Better Farming, Better Food, Better Health” to its stakeholders.
At the heart of the rebranding is a new logo and identity that communicates and reaffirms AAK’s/CropLife Kenya’s positioning and philosophy of sustainable high-quality food production and associated health benefits.
"Food and health needs have changed the world over, requiring us to reinforce our positioning in line with these changes and market expectations,” AAK chairperson Patrick Amuyunzu said.
In the wake of changing global food and health needs, AAK will continue focusing on ensuring “human well-being through food, nutrition and health, and the sustainable use of our ecosystems.”
“To this end, we are excited to inform you of the proposed sharpened positioning and benefits of AAK as seen through the eyes of our stakeholders," Amuyunzu affirmed.
Speaking during the unveiling of the new brand identity during a meeting held in Nairobi, Amuyunzu said as the leader in pest management, AAK is building on its position as a “reliable and trusted source” of information and networking for all stakeholders.
"AAK is a facilitator, collaborator and reliable advocate of the policies and strategic linkages for improved food production and positive social contribution. It will broaden its appeal and be able to expand to a new space," he said.
Vice chairperson Wachira Mureithi said the move will help increase relevance and value and drive growth to members.
“The new brand image resonates with offering solutions…not just issues of crop protection.
“Our new position in the market will be a brand that reinforces our commitment to human well-being and sustainable use of ecosystem services and is envisaged to drive and solidify AAK as the authority in the market on matters concerning sustainable farming practices,” Mureithi said.
The new brand outlook will also build and leverage on the agency’s international partnerships with CropLife international, CropLife Africa Middle East and other development partners so as to further achieve their common objectives.
The AAK stakeholders and membership is drawn from the Ministry of Agriculture, the Pest Control Products Board (PCPB), partners and AAK member companies.
AAK reiterated its commitment to work with the government and all its stakeholders towards the delivery of 100 per cent food security, safety, and nutrition commitment in a sustainable manner now and in the future.
