• Retail consumer brands must go to market with a distinctive and independent brand identity that does not employ the Cargill name or logo.

• The Cargill logo should not be displayed on the primary display panel (front of product packaging) or on point-of-sale materials for items sold via a retail channel, to end consumers.

• If a relationship between an independent retail brand and the Cargill brand is desired, a reference to Cargill can be noted on the back or side panel of packaging either in non-logo text or with a small Cargill logo, using any of the following descriptors:

  “A Cargill Product”
  “Developed by Cargill”
  “Manufactured by Cargill”
  “Distributed by Cargill”

  Note: BUs should consult the Law Department for specific guidance on the legal information required on packaging. For example, most FDA and USDA regulations require that the location (city, state, zip) where the product is produced be indicated. Additionally, BUs should determine the appropriate legal designations and language with regard to copyright and trademark status. This will vary by jurisdiction.

• Bulk packaging containing retail products (shippers) may include the Cargill logo, a logo endorsement, or a text treatment of the descriptors mentioned above, as long as it doesn't visually compete with, or distract from, the retail brand identity.

• Private label relationships should be treated the same as independent retail brands, as noted above.

Governance

• The Cargill Brand Council, which speaks for the CLT, will have final review of entities created within the Cargill masterbrand system according to guidelines established by Corporate Brand Management.