Key Takeaways:
- Pop Vriend Seeds will officially change its name to KWS Vegetables Netherlands B.V. on October 1, 2024.
- The name change reflects full integration into KWS’s global vegetable seed business.
- Pop Vriend branding will transition to the KWS look, with PV endorsement ensuring smooth continuity.
- The rebrand aligns with KWS’s strategy to expand its presence in the vegetable seed industry.
Official Name Change and Brand Integration
KWS, a leading global seed specialist, has announced that its subsidiary Pop Vriend Seeds will officially rebrand as KWS Vegetables Netherlands B.V. effective October 1, 2024. This name change signifies Pop Vriend’s full integration into the KWS family, marking a significant milestone in the expansion of KWS’s vegetable seed business. The move follows KWS’s acquisition of Pop Vriend Seeds in June 2019 and reflects the company’s long-term strategy of leveraging synergies across its global operations.
Strategic Growth for KWS Vegetables
Since its entry into the vegetable seed sector, KWS has steadily expanded its Vegetables Business Unit, which now employs over 300 people in 12 countries. By rebranding Pop Vriend Seeds under the KWS umbrella, the company aims to enhance its position in the vegetable breeding sector while maintaining Pop Vriend’s innovative spirit and strong relationships with customers.
Dr. Peter Hofmann, member of the KWS Executive Board and head of the Business Unit Vegetables, commented:
“We are delighted to see two brands with such clear similarities become one. We trust that this will take our activities to the next level, allowing the Pop Vriend colleagues full access to the KWS resources in all areas, while keeping the spirit and enabling growth.”
Branding Transition and Market Visibility
The rebranding will include a transition to the KWS branding and packaging style, with a PV endorsement to ensure continuity and clarity for customers and stakeholders. This gradual transition is designed to make the change easily recognizable, ensuring that customers and partners can seamlessly adjust to the new branding while retaining established relationships and service levels.
Simon Walter, Head of Business Unit Vegetables at KWS, explained the significance of the rebranding:
“This is another important step to set the KWS Business Unit Vegetables up for the future. We want to position KWS as a key player in the vegetable seed business. To take the next step in our ‘Vegetables journey,’ we need to increase the visibility of the KWS brand as a strong selling brand for all vegetable crops around the globe.”
Launch Event and Customer Impact
To celebrate the rebrand, the renowned PopFest, an annual open-door event for growers, distributors, and partners, will showcase the new KWS branding for the first time. This year’s event, taking place from September 23 – 27, 2024, will prominently feature the new orange KWS branding. Despite the name change, customers and partners will see minimal disruptions, as known contacts and services will remain unchanged.
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