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Potato breeder Meijer BV changed its look and the name
On 17 Augustus 2020, C. Meijer BV, Dutch potato breeder, presented its new corporate identity by changing the name of company, renewing logo, company story and the website.
The company was founded in 1920 by Kees (Cornelis) Meijer Senior, under the name, C. Meijer BV. Now its changes name to Meijer Potato. The new name reflects the international orientation of the company. Almost 90% of the company's turnover comes from outside the Netherlands.
Erika den Daas, Managing Director, commented: “We have a great passion for potatoes and we are very well known in our market. We are taking this step because we now wish to be visible outside this market too. We are proud of our story and hope to bring this across in an inspiring way.”
Besides the name change, potato breeder has also defined its vision, mission and core values. These are reflected on company’s website, in company brochures, in offices and at fairs.
“Our company story has never changed, yet it was never documented. After 100 years, the time had come to record it, because we wish to continue telling it for many years to come. Stories are important, and we are incredibly proud of our company, our products and our people. Meijer’s story deserves to be told,” added Erika den Daas.
The company hopes to do its part by getting more people to enjoy food. Such ambition reflects in its mission "Everyone deserves to enjoy food." According to the company, eating is an important source of pleasure, and potato is one of the most savoured foods; as a primary food and as a comfort food. Through breeding, Meijer Potato develop new varieties that perform well in different conditions. Thus, the company bring potatoes to places where it was difficult to do before.
Meijer Potato is active in the top of the world potato breeding sector and aims to profile itself in a transparent, open and inspiring manner. The company's culture is best described by its five core values: trust, awareness, innovation, focus and enjoyment. Exactly what these values mean to Meijer Potato can be read on the page of company’s website.
