Westpro boosts its market profile

Westland Milk Products has given its Westpro brand a fresh new look that better reflects the
premium nature of the product range. Westpro is Westland Milk Products’ business-to-business ingredients’ brand and one of the company’s stable of brands, which includes Westgold, EasiYo and Canary.

Westland’s general manager sales and marketing, Hamish Yates says the company wants to ensure
that the value its dairy products including milk powders, bioactives, whey, and milk-derived proteins
can offer premium brand owners across world markets, is well known. The new Westpro brand identity, with its modern and unified “look and feel”, has been introduce across its products’ packaging and trade marketing materials. Part of the exercise included contemporising the Westpro logo.

“The decision to refresh Westpro and really bring the brand to life means it will now confidently lead
everything Westland does in the ingredient space,” Hamish Yates says. A dedicated website for Westpro, https://www.westpronz.com/, was launched on 1 November. “We haven’t started from scratch with the Westpro brand refresh. Obviously, Westpro shares a very close connection to who we are as Westland Milk Products so, visually, there is still a strong link between the two brand identities,” Hamish Yates says.

“However, we are now able to better showcase our highly valued portfolio of premium dairy
products and differentiate between product categories with proprietary product-range names that
sit alongside ‘Westpro’ and speak to a tangible benefit that the product offers brand owners and
their consumers. Better showcasing the value of our product range is key to achieving premium
prices for our products in the world dairy markets.

“Our high-quality milk, sourced from grass fed cows grazing below the majestic Southern Alps is at
the very heart of the Westpro story. Our customers resonate strongly with this provenance story and
it is better reflected in our fresh new branding,” Hamish Yates says. “We will continue to reinforce with our customers the amazing work our farmers are doing, on some of the best dairying land in the world.”

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