In August 2024, we celebrated a significant milestone with the launch of Aboitiz Foods, our new corporate brand. The event, aptly titled “A Journey of Transformation,” unveiled our new name and logo and our new brand promise: “Together We Nourish the Future.” We brought our team members for an exciting event, with the enthusiastic partners from the Taguig office joining in person and others participating online through watch parties across various locations. It was indeed an exciting time, as it marked the first time all team members from different countries and sites came together.

Forging a Unified Identity

Since Pilmico’s full acquisition of Gold Coin in 2019, the two entities have struggled to establish a shared identity. Although this may seem like a minor concern, it highlights the challenges of transforming a Philippine-based company into a multinational organization—an unprecedented move within the Aboitiz Group. The road ahead is all about embracing our shared goals, vision, and future as one organization.

The launch of Aboitiz Foods represents the first step in introducing our new corporate brand to the organization. To ensure that team members across the eight countries where we operate fully embrace this new chapter, the Brand and Reputation team organized a series of brand cascades. The brand roadshow introduced the new corporate brand, provided insights into the creative process behind our new name and logo, and shared guidelines for their application. Most importantly, the cascades fostered a sense of excitement and unity among our team members, reminding us that we belong to one organization with a shared vision—to become an integrated regional agribusiness and food company.

During the roadshows, the team encouraged Aboitiz Foods team members to ask questions, voice concerns, and share their thoughts on the rebranding. Each participant also received Aboitiz Foods merchandise, serving as tangible reminders 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 Malaysia Assistant Vice President for Business Operations, expressed their delight with the new brand.

Embracing Change from Within

The Aboitiz Foods launch and roadshows are just the beginning of our journey. Beyond building brand awareness, it is essential for our team members to fully understand and embrace what our brand stands for. This year, we are focused on transitioning our assets while ensuring Aboitiz Foods team members grasp our brand’s identity and attributes 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.

We’re thrilled about the exciting possibilities ahead and can’t wait to embark on the next phase of this journey. Together, let’s nourish the future!