E-Malt.com News article: Canada & Australia: ABB Grain adopts the brand name Viterra

Canadian agribusiness Viterra Inc. announced on October, 20 that it has formally launched the Viterra brand in Australia and New Zealand through the renaming of ABB Grain Ltd. (“ABB”).

All of ABB’s Australian and New Zealand operations will adopt the brand name Viterra.

The consumer product names in Australia such as Joe White Maltings, and NRM and PCL in New Zealand will be maintained, with a decision to follow after a further review. A full rebranding initiative is scheduled to occur over the next several months.

“Viterra stands for ‘Life from the Land’, and conveys the energy and vitality of our people and our customer relationships at home and around the world,” said Mr. Fran Malecha, Viterra’s Chief Operating Officer and acting president for Australia/New Zealand.

“The combination with ABB has enhanced our position as a leading global food ingredients supplier and it is important that we leverage the strength of our brand and operate under one banner,” he added.

Headquartered in Canada, Viterra Inc. has extensive operations across Western Canada, Australia and New Zealand, with Adelaide, Australia as the base for Viterra's Southeast Asian operations. Its growing international presence also extends to operations in the United States, and offices in Japan, Singapore, China, India, and Switzerland. The company operates in five interrelated business areas: grain handling and marketing, agri-products, food processing, feed products and financial services.

The company's common shares are listed on the TSX under the symbol VT. In Australia, Viterra's Chess Depositary Interests (CDIs) are traded on the Australian Securities Exchange (ASX) under the symbol VTA.





21 October, 2009