KENYA – The Agrochemicals Association of Kenya (AAK) has introduced a brand-new identity that symbolizes the continual evolution of its goal to provide its stakeholders with “Better Farming, Better Food, and Better Health.”
A new logo and identity that communicates and underlines AAK’s/CropLife Kenya’s positioning and philosophy of sustainable high-quality food production and related health benefits form the foundation of the rebranding.
“Food and health needs have changed the world over, requiring us to reinforce our positioning in line with these changes and market expectations,” Patrick Amuyunzu, Chairperson, AAK said during the unveiling of the new brand identity in Nairobi.
AAK says it will keep focusing on assuring “human well-being through food, nutrition and health, and the sustainable use of our ecosystems” in the light of shifting global food and health needs.
“To this end, we are excited to inform you of the proposed sharpened positioning and benefits of AAK as seen through the eyes of our stakeholders,” Amuyunzu affirmed.
According to him, as the leader in pest management, AAK is building on its position as a “reliable and trusted source” of information and networking for all stakeholders.
“AAK is a facilitator, collaborator, and reliable advocate of the policies and strategic linkages for improved food production and positive social contribution. It will broaden its appeal and be able to expand to a new space,” he said.
The decision, according to Vice Chair Wachira Mureithi, would help members grow and be more relevant and valuable.
“The new brand image resonates with offering solutions…not just issues of crop protection.
“Our new position in the market will be a brand that reinforces our commitment to human well-being and sustainable use of ecosystem services and is envisaged to drive and solidify AAK as the authority in the market on matters concerning sustainable farming practices,” Mureithi said.
In order to further accomplish their shared goals, the new brand outlook will also strengthen and take advantage of the agency’s worldwide ties with CropLife International, CropLife Africa Middle East, and other development partners.
“Food and health needs have changed the world over, requiring us to reinforce our positioning in line with these changes and market expectations.”
Patrick Amuyunzu, Chairperson, AAK
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The Ministry of Agriculture, the Pest Control Products Board (PCPB), partners, and AAK member companies make up the AAK stakeholders and membership, reports The STAR.
AAK reaffirmed its commitment to collaborating with the government and all of its stakeholders to achieve its 100 percent guarantee of food security, safety, and nutrition in a way that is sustainable for the present and the future.
The Association is the umbrella organization in Kenya for manufacturers, formulators, repackers, importers, distributors, farmers, and users of pest control products (pesticides).
Since 1958, AAK has gone by a number of titles, with Pesticide Chemicals Association of Kenya (PCAK) being the most recent.
In 2005, the association registered CropLife Kenya as part of the global networking linkage into CropLife International.
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