Guided by our NEXT LEVEL strategy, AGRANA is moving toward one unified company, and our brand must reflect that unity. By merging the former Fruit, Starch and Sugar identities under the single AGRANA brand, we honor our roots while giving customers one clear view of our broad, innovative portfolio – making us easier to recognize and distinctive in the competitive markets we operate in.

Our brand ambition is our internal guiding star – it shapes everything we do in branding and communications. In that, we're evolving from simply being a trusted supplier of fruit, starch, and sugar into an active driver of the future.

Our ambition is to become a catalyst for ever-changing lifestyles, connecting nature’s potential with the world’s evolving needs – by advancing taste, textures and experiences.

We no longer think in our divisions of Fruit, Starch and Sugar. Externally, our portfolio is now grouped into four categories – Food & Beverages, Health, Nutrition & Care, Technical Applications and Feed & Fertilizer. They allow us to approach our customers and partners as one broad, versatile partner.

These categories do not affect our internal business structure as FBS and ACS remain unchanged.

All areas across the organization update their communication materials over an 18-month period. This gives everyone time to integrate the new brand gradually. You won't be left to navigate this alone – we're providing ongoing support and guidelines every step of the way.

With immediate effect, you can use the provided materials to prepare your communications. However, any content for social media or the website must not be published in the new look and feel before 1 October 2026.

This ensures a cohesive and impactful external launch of our evolved corporate brand, with all major public digital touchpoints going live in the updated design at the same time. Sharing content earlier would weaken that effect.

Keep using any existing brochures, flyers, or other printed items until they’re gone – you don’t need to throw anything away. Simply apply the evolved identity the next time you create new materials.

1. Visit the Brand Hub to familiarize yourself with the refreshed identity. If a question isn’t answered there, reach out to the Brand Guardian.
2. Draft your piece of communication.
3. Send your draft to the Brand Guardian early enough for review and approval, so the Brand Guardian can confirm it follows our evolved brand.

All assets are available on the Brand Hub.

The outline of our iconic logo remains the same, while the color palette has been adjusted to signal high quality and timeless elegance.

The logo continues to appear in black, white, and color. Going forward, we won't use Fruit, Starch, and Sugar logos.

New brand images are stored in Canto (ourdigital asset management tool). When using existing images, select only thosethat align with the new guidelines. Over the coming months, we'll implement aprocess to systematically replace old images with new brand assets.

Our so-called Tone of Voice is how we communicate as AGRANA. It’s defined by three principles:

• We make the message clear by speaking in direct, simple language.
• We spark new thinking by writing energetically and sharing real progress.
• We are approachable, speaking in human – not corporate – language, keeping people at the center of the story.

And remember, we always use American English.