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      Posted by Marie Ristic on in News

      The Story Behind FPE’s Exciting Rebrand

      If you’ve been following FPE for a while, you’ll notice that our website looks a little different to usual. As we begin the second half of 2020, we’ve turned a corner and are now embarking on the next chapter of our story. After 37 years of operations, FPE has a fresh new look, reflecting our current contemporary service offering and our commitment to a modern, diverse food industry.

      We invite you to take a look around our new website, which showcases the equipment solutions we now supply to Australia and New Zealand in mechanical handling, industrial cleaning, packaging and food inspection, as well as food processing.

      But before you do that, read on to learn more about the rebrand and the journey we’ve been on to get here.


      History of FPE

      FPE began back in 1983. Brian Carey founded the company with just one product, the captive bolt stunners by Accles and Shelvoke. It was also Brian who designed FPE’s first company logo.

      That logo became synonymous with the meat industry in Australia, and then New Zealand followed when we opened our Hamilton office in 1998. Our success was based on our prioritisation of reputation over revenue. We committed to supplying only the very best agency lines. This remains our policy to this day.

      If we don’t consider it to be number one in its field, we won’t take it on. It’s as simple as that. So, from Grasselli to Bettcher Industries, Accles and Shelvoke to Magurit, our range of meat processing equipment is the best in the business.  

      Growing with our customers

      Back then, there were very few ready-made meals. Vegetarian meal choices were slim, let alone vegan options! And snack foods certainly weren’t trying to be healthy. In fact, did you know, it wasn’t until 1989 that Melbourne opened its first bar?! What a long way the food and beverage industry has come in 37 short years.

      As FPE’s customers began to evolve and diversify, and as vegetarian and exotic ready-made meals started to make their mark on the industry, FPE developed and grew its service offering to match. 

      Now, we offer a wide range of food processing, inspection and analysis, industrial hygiene, and cook and chill equipment, as well as some specialised packaging machines.

      One thing, however, has always remained the same: our commitment to our customers.

      “We believe trusting the food you eat begins with the equipment it’s produced with.”

      Our vision was always to set a new standard in the industry as a supplier. We built a knowledgeable team from all kinds of food processing backgrounds so that we could understand our customers’ production challenges and suggest ideal solutions. Exceptional service is our standard, which is why we continually invest in staff training so that our technical team and salespeople are the best in their fields.

      Over the years, we have nurtured global relationships with the best food processing equipment manufacturers in the world. Today, we’re proud to offer innovative, best-in-class solutions from the likes of Eagle PI, Elpress, SYSPAL and DC Norris – just to name a few.

      A new brand for a new era

      Our rebrand consists of a refreshed brand identity, mission statement and new website. It’s the culmination of several years of development, which began with our Adelaide HQ refurbishment in 2017.

      The new logo is specifically designed to pay homage to Brian Carey’s founding logo and the long affiliation we’ve had with the meat industry, which is where our roots lie. But it also acknowledges the company’s growth and the new, exciting things happening in the food industry.

      The result is a fresh and contemporary blend of the new with the old.

      We like to think that the rebrand also signals a “changing of the guard”, as the business is now run by Brian Carey’s daughters Tania and Jodie.

      Tania Carey, General Manager of FPE, said: “The idea behind the rebrand was to create a new identity for FPE. We are in our 37th year of business and we aren’t the company we used to be. There is no question the meat industry is where we specialise, but the products that now make up our range are no longer just for meat. We have new and exciting products, we have new and exciting customers, it’s a new era for FPE, so this is exactly the right time for a new brand.”

      Stafford Trowse, Creative Director at Culture Crop, which undertook the rebrand, said: “Our objective was to revitalise the brand to reflect the company’s authentic, customer-focused service offering. The new visual identity builds on FPE’s existing equity (the yellow and triangle), adding assets to create distinctive, contemporary marketing executions and a rich digital experience.”

      We hope you like what you see and look forward to speaking with you soon about your food business. Learn more about the extensive customer support we provide or give us a call with any questions. We’re happy to help.

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