Together We Nourish the Future: The Aboitiz Foods Launch and Roadshows
On August 1, 2024, Aboitiz Foods launched a new identity — one that reflects the company’s unwavering commitment to growth and collaboration, aligned with a shared vision. The event titled “A Journey of Transformation” introduced team members to the new name and logo along with its new brand promise: “Together We Nourish the Future.” Despite geographical distances, the event successfully united its team members from different parts of Asia. Philippine-based team members, specifically those based in Taguig City, attended the live event, while others participated through simultaneous watch parties across the various locations.
Entering a New Chapter as Aboitiz Foods
The journey towards Aboitiz Foods began with Pilmico’s expansion into the Asian market through the acquisition of Gold Coin, marking the Aboitiz Group’s first foray into regional growth. While the acquisition presented an exciting opportunity, it also involved the complexities of transforming a Philippine-based company into a multinational organization, highlighting the need for a unified identity. Bringing team members together to embody a shared vision and mission was essential to foster collaboration and synergy across the organization.
The launch of the corporate brand played a pivotal role in this journey. Aboitiz Foods embodies the organization’s commitment to unity and is aligned toward shared goals, and a vision of becoming one of Asia’s leading food and agribusiness companies.
The launch is just the beginning. Aboitiz Foods aims to foster a culture that embraces synergy and collaboration, so it is crucial for team members to understand and embrace the new brand. This step helps team members feel a stronger sense of belonging and strengthens their connection with the company’s goals. To bring this vision to life, the Brand and Reputation team organized brand cascades at each site across the following countries: the Philippines, Singapore, Malaysia, China, Vietnam, Brunei, Indonesia, and Thailand.
In addition to introducing the new name and logo, the roadshows also reinforced the company’s vision through interactive sessions. These activities fostered a sense of excitement and unity, reminding employees that they belong to one organization.
During the brand roadshow, participants asked questions, shared insights, and expressed concerns during the brand roadshows. They also received Aboitiz Foods merchandise serving as a a tangible reminder of the new corporate brand identity.
“With the rebranding, I felt a stronger sense of unity within the organization despite our language barriers and cultural differences. Our vision and mission as an organization are clearer to me now,” Melvan Law, Aboitiz Foods Assistant Vice President for Business Operations – Gold Coin Malaysia expressed their delight with the new brand.
Embracing Change from Within
Aboitiz Foods believes that its people are the heart of the organization. Beyond introducing the new name and logo, it is essential that they fully grasp and understand what the brand stands for, embody it in their daily lives, and cultivate brand love from within.
“When we began the rebranding exercise a few years ago, our objective was to unify our brands under one umbrella while proudly carrying forward the legacy of the Aboitiz brand. It may have been years in the making, but Aboitiz Foods perfectly captures the entirety of our organization today and reflects where we see the organization in the coming years,” said Pamela Liwag, Aboitiz Foods Assistant Vice President for Brand & Reputation.
As Aboitiz Foods looks ahead to an exciting future, it aims to build on its legacy, nourishing generations and shaping the food and agribusiness industry across Asia.
