Shareholders of Connacht Gold have endorsed a proposal to change the name of the co-operative to Aurivo Co-operative Society Ltd.
Shareholders who attended a special general meeting of the co-operative in Claremorris last Friday voted unanimously in favour of a proposal from the Connacht Gold board to change the name.
Chairman Padraig Gibbons welcomed the overwhelming endorsement of shareholders to change the co-op’s name to Aurivo. He said the proposal followed in-depth discussions and market research over the past two years. He said the process of bedding down the new name will get underway immediately and it will be accompanied by a re-branding of the co-operative’s retail stores and animal feed businesses.
The network of 39 retail stores will be rebranded Homeland, with variants of Homeland Plus and Homeland Agri to reflect the range of products and services available in each outlet. The range of Connacht Gold animal feed products will be marketed under a new brand, Nutrias.
Mr Gibbons stressed the re-branding will not impact on the high profile Connacht Gold dairy brands, which will be retained as will the Donegal Creameries brand and the recently acquired Organic For Us brand.
“With the growth in depth and breadth of our business in recent years, the board felt the time is now right to invest in new brand architecture. Today’s decision provides a new platform for innovation and growth which will benefit our benefit our businesses and the communities we serve,” said Mr Gibbons.