Why a masterbrand strategy?
To increase the visibility and value of the Cargill brand in the marketplace. To create consistency and reduce confusion among our many brands. To give our customers a more complete understanding of our comprehensive offerings and services. And, to help us transfer equity in acquired brands to the Cargill brand in a systematic, thoughtful way.

Here are some of the highlights of the strategy:

• The Cargill logo is the prominent visual identity for all Cargill communications.
• Signature lockups (Cargill logo plus Business or Function Unit descriptors) are phased out.
• The Business and Function Unit names are continuing to be used, but only in text treatments.
• All wholly–owned organizations have migrated to the Cargill masterbrand identity, and many have become product brands.
• Business–to–Business product brands leverage a direct connection to the masterbrand, sometimes with a Cargill endorsement.
• Newly acquired companies and brands have migrated to the Cargill masterbrand on a case–by–case basis.
• Cargill.com has become the destination for information about Cargill products and services (with the exception of consumer brand sites).
• Business–to–Consumer (B2C) retail brands and private label relationships are exempt from this strategy.