Expert Says Fonterra Backing Current Strategy With New CEO Appointment
The appointment of Richard Allen as Fonterra's new chief executive signals execution, not strategy, according to agribusiness expert Dr Nic Lees.
The proposed new shareholder loyalty programme will go ahead as planned, but rebranding of the stores and milk tankers and other such changes to the ‘paint job’ are on hold until the payout recovers.
At the recent South Island field days the new Farm Source brand had replaced the RD1 nameplate, but compared to the bright orange and green livery of RD1, the new branding was almost invisible.
