PW-ACTUA and update true. What was lacking, however, was focus and argument in communication. That’s why we went back to the drawing board and investigated among a broad target group what really is the essence of HZPC. What really makes us different from our competitors? From this study, we distilled the new proposition in which we make it clear to everyone what we stand for, how we differ from other companies. We’ve embedded the greatest common factors that emerged from this in our new brand values. Knowledge, Innovation and Cooperation. These three values form HZPC. Of course, these were already interwoven in the company everywhere’, says Overwijk. ‘All we had to do was make it clear.’ Keeps you growing With the study, Overwijk has made clear why HPZC does what it does. How the vision and mission have been translated into brand communication. The next question that the communication manager wanted to answer is how these brand values are reflected in internal and external communication. ‘It’s important that we, as HZPC people, communicate in the same way and that we’re recognisable and relevant to our target group,’ explains Overwijk. ‘Brand renewal is, of course, a big step. Especially since the familiar logo and the pay-off have also changed. We believe, however, that we’ve succeeded in combining progressiveness with recognition. The company name has remained the same, but the A From now on, all HZPC’s communications will fall under the headings of Knowledge, Innovation and Cooperation. old familiar slogan has been updated, just like the logo.’ Our new slogan is now: ‘HZPC, keeps you growing’. ‘Growing is a brief translation of our brand essence and has a motivating effect. It opens up towards people. We as HPZC want to direct our continuous growth by being inspiring and serving the chain.’ New logo and new website ‘If you draw up a new strategy for communicating with the outside world, it’s important to adapt the presentation as well. That’s why we’ve developed a new logo. The logo shows the earth, the sun’s rays that give our crops vigour and the potato ridges in which our varieties grow. In order to further increase recognisability, we’ve chosen the familiar colours and a font that’s inspired by the fonts used by Hettema and ZPC in the past. By doing so, we show that we’re proud of the past. It’s good to mention that, as a gimmick, we’ve stretched the letter o slightly, so that it takes the shape of a potato’, says Overwijk. ‘At the same time, we’ve adapted our website and brought it into line with the new way in which we’re going to communicate, whereby all expressions can be traced back to the essence of HZPC: Knowledge, Innovation and Cooperation’, ends Overwijk. ● Potato World 2019 • number 4 13 Pagina 12
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