New Branding for Lamb Weston Aligns Global Image
Lamb Weston has launched a new global brand identity expressed by the catchphrase “Seeing Possibilities in Potatoes.” Its debut aligns the company’s operations worldwide under a common brand vision.
“The new tagline captures the essence of our approach – always moving forward with inventive solutions for improving customers’ business, and understanding that inventive thinking is driven by empowering the collective imagination that exists in the organization. Seeing possibilities in potatoes, captures what we do every day,” said Bas Alblas, chief executive officer of the Kruiningen, Holland-based Lamb Weston/Meijer joint venture operation that serves the Europe, Middle East and Africa (EMEA) region.
This is the first major change to the brand in its more than 50-year history. Growing globally and generating approximately $2 billion in sales annually, the Kennewick, Washington, USA-headquartered company, a unit of ConAgra Foods, formerly maintained separate identities in different parts of the world.
“This is a significant step in the journey of Lamb Weston to leverage our global presence and drive profitable growth,” said Mascha Leijten, marketing and new business development director of Lamb Weston/Meijer. “Launching a global brand identity allows us to further strengthen worldwide brand recognition and helps boost the equity of our brand worldwide.”
Lamb Weston’s value added frozen potato specialty products, cheese bites and other appetizers are sold to QSR and other foodservice operators as well as retail customers and industrial users in over 100 countries. Its extensive spud range runs the gamut from standard Straight Cut Fries and Twisters to Hash Browns, Wedges, Potato Dippers, Connoisseur Fries and many other items, as well as dehydrated potato flakes.