Aussie Farmers Direct Unveils Fresh New Look

Aussie Farmers Direct Unveils Fresh New Look

Aussie Farmers Direct, a decade-long, national trailblazer in home delivery of fresh food, has unveiled a fresh new look to better reflect its standing in the competitive online grocery market.

Justin Kelly
Posted by Justin Kelly

Aussie Farmers Direct (AFD) has been delivering fresh food from the farm-gate straight to the front door to over 100,000 Australians for the past ten years. It recently won the inaugural Canstar Blue award for Most Satisfied Customers – Online Groceries – Fresh Food.

CEO Keith Louie said AFD’s brand equity and commitment to quality produce and customer service remained as strong as ever.

“Aussie Farmers Direct provides a fresher, fairer, better alternative to supermarkets for people who care about where their food really comes from,” he said.

“While our branding has been updated, our business philosophy and values remain unchanged. We have an overarching commitment to support Aussie farmers by stocking only locally grown produce, paying fair farm-gate prices, and offering a convenient and free doorstep delivery service.

“As the big two supermarkets continue a relentless push to drive down prices and put Australian farmers under pressure, the need for Aussie Farmers Direct is greater than ever.

“Our business and the online grocery market have evolved significantly over the past ten years and we thought the time was right to better reflect our positioning in the industry,” he said.

Aussie Farmers Direct will be rolling out the new imagery and branding across all company assets in 2016 including a new website, logo, delivery boxes, merchandise and vans.

Louie said the rebranding of Aussie Farmers was anchored to its four pillars policy of: purpose, quality, convenience and value.

“We are determined to drive a fair deal for Aussie farmers and shoppers and we are committed to helping secure a healthy, sustainable future for Australian farming. Our customers can be confident we offer great value for money, while ensuring a fair price to farmers and producers,” he said.

“We source only genuinely great quality food from well run Australian producers. We constantly innovate our service to ensure we are the most flexible, intuitive and customer-focused online food retailer.

“Our customers will start noticing the new branding in the next couple of weeks and we continue our commitment of delivering 100 per cent Australian grown produce at a fair price.”

R-Co agency and Akkomplice worked with Aussie Farmers Direct to develop the new colour palette, imagery and brand assets.