Meadow Foods, one of the UK’s leading value-added ingredients businesses, has undergone a brand overhaul with a fresh new look and ethos to reflect the brand’s ambition and business direction. As part of the rebrand exercise, the company will now be known simply as ‘Meadow’ and will comprise five business units: Meadow Milk, Meadow Fresh, Meadow Plant, Meadow Fats & Meadow Confectionery.
The new brand proposition and values have been co-created with the wider Meadow team and customers and sustainability has been placed at the heart of the business’ brand refresh, which has encompassed a new logo and branding, website, and strapline, along with new values and mission statement.
Accompanying its new branding, Meadow will operate under the four core values: we think big, we get it done, we support each other and we do the right thing. The values highlight the company’s role in supplying the value-added ingredients in many household brands and its capabilities in supplying leading food manufacturers with sustainable dairy, confectionery, and plant-based ingredients.
The rebrand comes following the appointment of new CEO, Raj Tugnait, who joined from Sysco Specialty Group. Raj boasts more than three decades of senior experience in the food sector and has been the key driver of Meadow’s future plans.
While Meadow has always valued sustainability, the business will now take this to the next level with the new mission statement “Making sustainable ingredients easy for our customers.” This involves utilising new technology so its customers can better manage the carbon emissions of their products right down to the SKU level and partnering with leading academic institutions to discover science-based solutions to the company’s biggest environmental and supply challenges.
Raj Tugnait, CEO at Meadow said: “Meadow has grown significantly and successfully in recent years but now is the time to press the accelerator on further sustainable growth. It’s a truly exciting time for both our teams, customers and suppliers as we navigate a new growth chapter for the business.
“We have big growth plans and sustainability is at the centre of this. Our ambition is to provide the lowest carbon footprint and the most sustainable dairy and non-dairy ingredients to the world’s best companies. We will do that by being environmentally responsible, creating resilient supply chains and leading the sector through solution focussed innovation.”
Meadow’s new vision will also see the business continuing to work closely with farmers to achieve a 10% reduction in emissions per litre of milk by 2025. The business also aims for its ingredients to be 100% responsibly sourced by the same year.
The announcement is a continuation on Meadow’s path to growth following Exponent’s strategic investment in August 2018. Since then, the business has also acquired leading inclusion business Nimbus Foods, Roil Foods and Fayrefield Liquid and has made a £4m+ investment in new plant-based food manufacturing capabilities.
Meadow is a leading ingredients business, partnering with the world’s biggest food manufacturers to solve their most complex challenges. Experts in the dairy, confectionery and plant-based industries, Meadow is the essential ingredient in many favourite food brands. The company currently employs more than 400 people across four BRC AA accredited sites in Chester, Peterborough, Holme-on-Spalding Moor and Dolgellau.
