AAK’s New Brand ID Reflecting Association’s Focus on Sustainable High-Quality Food Production

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The Agrochemicals Association of Kenya (AAK)/ CropLife Kenya unveiled a new brand identity on Tuesday, February 28th, strongly reflecting the ongoing transformation of its strategy towards delivering a “Better Farming, Better Food, Better Health” to its stakeholders.

In the wake of changing global food and health needs, AAK will continue advocating for “human well-being through food, nutrition, and health, and the sustainable use of our ecosystems.”

At the heart of the association’s rebranding is its new logo and identity, communicating and reaffirming AAK’s/CropLife Kenya’s positioning and philosophy of sustainable high-quality food production and associated health benefits.

“Food and health needs have changed the world over, requiring us to reinforce our positioning in line with these changes and market expectations…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,” Patrick Amuyunzu, the AAK Chairperson says.

Speaking while unveiling the new brand identity at a breakfast meeting in Nairobi, Mr. Amuyunzu noted that as the leader in pest management, AAK is solidifying its position as a “reliable and trusted source” of information and networking for all stakeholders, remarks that were supported by the Vice Chairperson Mr. Wachira Mureithi.

“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. Today’s event will help increase relevance and value and drive growth to our members,” Mr. Mureithi said.

He continued: ”The new brand image resonates with offering solutions, not just issues of crop protection. Our new position in the market will ensure that we, as a brand reinforce our commitment to human well-being on food, nutrition, health, and sustainable use of ecosystem services. It is envisaged to drive and solidify AAK as the authority in the market on matters concerning sustainable farming practices.”

AAK’s new brand outlook will also build and leverage on its international partnerships with CropLife International, CropLife Africa Middle East, and other development partners, so as to further achieve their shared objectives.

Agrochemicals Association of Kenya stakeholders and membership is drawn from the Ministry of Agriculture, the Pest Control Products Board (PCPB), partners, and AAK member companies.

AAK has also reiterated its commitment to work with the government and all its stakeholders toward the delivery of 100% food security, safety, and nutrition commitment in a sustainable manner now and in the future.

The association has a rich history spanning 64 years with a focus on improving the lives of Kenyans through the provision of life-changing technologies for farmers.

In 2005, AAK registered CropLife Kenya as a shift towards alignment with the global pesticide industry and is a member of CropLife Africa Middle East and consequently a member of CropLife International, which is the global representative of the pesticide and plant science industry.

The association stewards its products throughout their life cycles, from manufacture, distribution, and use. It has also developed a number of programs including the collection and recycling of empty containers, training pesticide users, extension agents, agro-dealers, and manufacturers in the responsible use of pesticides.

AAK also runs awareness programs to protect end users from the negative effects of counterfeited pest control products among other initiatives.

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