PPCS Corporate Profile

As communications manager at PPCS (now Silver Fern Farms Limited) for three years, I was involved in the re-development of the company's corporate collateral.

The Corporate Profile was the primary marketing publication. While there were also specific Lamb, Beef, Venison and Processed Product marketing booklets, the Corporate Profile provided the overview and first introduction to the company. The principle audience was international buyers of meat products; this was reflected in the key messages - quality standards, the low-input environment and timeliness of product delivery.

Like any good text, the copy revolved around a story. In this case, the people and philosophy which prompted the formation of the co-operative 50 years earlier - and the unwavering commitment to that philosophy today.

As a farmer-owned co-operative, I was also mindful of the farmer owner  -  that the resulting document would be something they'd cast a critical eye over. It needed to be a document they'd be proud of.