LONDON, UK – olam food ingredients (“ofi”), a global leader in natural and sustainable food ingredients including coffee, has just revealed its new corporate brand. The identity taps into themes and colors which reflect ofi’s¹ ability to drive innovation in all areas of its business to deliver more growth and impact for customers.
Brought to life in ofi’s recent ad and dedicated website, the brand is more than just a new look. It further underlines ofi’s thrust and focus as it shakes up the market with fresh thinking and ingredients that help food and beverage companies meet the growing consumer demand for natural, healthy, and sustainably sourced products.
Shekhar, CEO of ofi, said:
“The new ofi brand carries the strong origination and supply chain heritage of Olam but equally signals our exciting aspirations for the future. It conveys the distinct and accelerated changes being made in the business to continuously improve and deliver a differentiated customer value proposition. We are innovating across all areas of our business, from plant to palate. Ongoing investments in application development and R&D expertise will unleash the full natural potential of our highly complementary portfolio to deliver further value-added ingredients and solutions for our customers.
“At the farm level, we are investing further to deepen the physical and digital presence in sustainable sourcing that we are already well known for. We are also increasingly helping our customers to fast track their journey to net zero, providing specific programs for carbon reduction by working closely with smallholder farmers and other communities across the chain. Bringing all of this together underlines our new company purpose to ‘Be the Change for Good Food and a Healthy Future’, along with all our customers, partners and other stakeholders.”
Vivek Verma, CEO of ofi’s coffee business, added:
“As one of the leading green coffee origin exporters in the world, with our year-round presence, we have deep relationships with farmers to improve yields, quality, incomes and overall resilience. This is combined with decades of experience in soluble coffee production. The new brand reflects how the ofi team will use our imagination and expertise to find even more creative and sustainable ways to create aromatic coffees, as well as innovative beverage solutions that also provide new avenues for growers to enhance their livelihoods.
“For example, we are working with farmers to improve post-harvest practices and trial innovative fermentation techniques to create unique yet consistent coffee flavors. And we are upcycling the cascara, from the discarded coffee cherry pulp, into a range of superfruit ingredients that can be used in hot and cold ready-to-drink beverages, which helps farmers to retain more value from their crop, and customers to meet the growing wellness trend.
Our new soluble processing facility in Brazil will further increase our ability to supply instant coffee, much of which can be sourced from our extensive sustainability programs with goals and targets defined under our Coffee LENS strategy – Livelihoods, Education & Nature at Scale. We’ll be sharing an update on our progress before the end of the year.”
Discover much more about what ofi has to offer at ofi.com
Watch ofi’s presentation video
Other updates on how ofi is making its brand proposition real for customers include:
- Expanding innovation and manufacturing capabilities: from 14 innovation centres today, ofi is opening a Chicago customer solutions center before the end of the year, and a new European center in 2022. These are supported by a new soluble coffee processing facility in Brazil to serve the expanding demand for coffee and a state-of-the-art dairy ingredients facility in New Zealand.
- Giving customers and partners more insight into supply chain challenges and setting specific targets to address them: Following on from the launch of the Cashew Trail sustainability strategy in June, ofi’s first formal goals and targets for hazelnuts will launch in early November, closely followed by almonds, and spices in 2022. In September, ofi’s Russian dairy business published its goals including a carbon reduction target of 50% per litre of milk by 2030 and carbon net zero dairy by 2050². The first impact report for Cocoa Compass was published in April, with its 2020 milestones achieved and progress shared for 2024 and 2030 goals. A first impact update for the Coffee LENS sustainability strategy will be published before December. Program data, footprinting and insights are also provided by sustainability platform AtSource.
olam food ingredients (ofi) is a new operating group born out of Olam International. ofi offers sustainable, natural, value-added food products and ingredients so that consumers can enjoy the healthy and indulgent products they love. It consists of the industry-leading businesses of cocoa, coffee, dairy, nuts, and spices. ofi has built a unique global value chain presence including its own farms, farm-gate origination and manufacturing facilities. ofi partners with customers, leveraging its complementary and differentiated portfolio of “on-trend” food products, to co-create solutions that anticipate and meet changing consumer preferences as demand increases for healthier food that’s traceable and sustainable.
Olam is a leading food and agri-business supplying food, ingredients, feed and fiber to 17,300 customers worldwide. Its value chain spans over 60 countries and includes farming, processing and distribution operations, as well as a sourcing network of an estimated 5 million farmers. Headquartered and listed in Singapore, Olam currently ranks among the top 30 largest primary listed companies in terms of market capitalization on SGX-ST. Since June 2020, Olam has been included in the FTSE4Good Index Series, a global sustainable investment index series developed by FTSE Russell, following a rigorous assessment of Olam’s supply chain activities, impact on the environment and governance transparency. The FTSE4Good Index Series identifies companies that demonstrate strong Environmental, Social and Governance (ESG) practices and is used by a variety of market participants to create and assess responsible investment funds. More information on Olam can be found at www.olamgroup.com.
¹ Pronounced ‘o.f.i’
² From a 2018 baseline