UPL reveals new brand expanding the company's purpose

UPL presents its new brand identity. The new brand brings OpenAg's purpose to life, fueling the ambition to make food production sustainable across the planet. 

The US$5 billion global company, with a presence in 130 countries, hired the English communications agency "venturethree" to create and launch the new brand. The new identity is inspired by UPL's goal of having the first open agricultural innovation network in the world. 

"Our OpenAg purpose is focused on new initiatives and innovative energies, which is why UPL needs a new brand. The living identity reflects the evolving co-creative potential with our partners", says UPL Global CEO, Jai Shroff.

"The sustainability of the food production system depends on agriculture to operate without limits or borders. This is what OpenAg aims to achieve. The brand is therefore a living entity, which symbolizes the company's commitment to creating open agriculture for a connected and sustainable growth. We are very excited to reveal our new identity and vision of the world”, adds Shroff.

The new brand unites UPL's global collaborators through the belief that "nothing is impossible". The work also reinforces global collaboration between UPL's network of partners, distributors, farmers, suppliers and resellers. 

UPL's Marketing Director, Rico Christensen, highlights that “the new brand brings UPL's vision of a borderless existence and limitless optimism to the food production chain, based on an innovative and creative identity."

"The different versions of the UPL logo are born, live and are finally replaced in a continuous cycle. This process represents the dynamic nature of modern agriculture, the history of the evolution of the UPL food production chain, as well as the union of different elements to create a perfect movement, although changeable in time", adds Christensen. 

In July 2018, UPL acquired Arysta LifeScience for $4,2 billion. The acquisition strengthened its position in agricultural solutions. The OpenAg purpose, launched in February 2019, aims to unite these two distinct businesses for the future of the planet.