KWS announces name change for Pop Vriend Seeds to boost brand visibility
KWS announced that Pop Vriend Seeds will officially change its name to KWS Vegetables Netherlands B.V. starting Oct. 1, 2024. The rebranding is part of a larger effort to fully integrate Pop Vriend into the KWS family, following its acquisition in 2019.
Peter Hofmann, a KWS board member, said the move strengthens the company’s vegetable breeding operations. “We trust that this will take our activities to the next level, allowing the Pop Vriend colleagues full access to the KWS resources,” he said.
The name change will coincide with an updated branding for packaging and marketing. Customers will see the shift starting at the annual PopFest event, set for Sept. 23-27. Despite the changes, the company assures that customer contacts will remain the same.
KWS is positioning itself as a key player in the global vegetable seed market, expanding its operations in line with its integration plan.
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