By 2050, the world’s population will stand at around 9.77 billion and the current global food system will be unable to sustain us.

When UPL acquired Arysta LifeSciences in 2018, elevating UPL from the world’s 8th to 5th largest crop solutions company, the immediate challenge was to unify these two entities whose product lines were complementary but whose cultures and business models functioned disparately.

In doing so, what emerged was the opportunity to tackle the issues behind the world’s future food shortage by establishing a truly purpose-lead brand strategy and identity. A purpose with the power to change the ag game and global food systems. We call it OpenAgTM.

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OpenAgTM is an open agriculture network for the world, that feeds sustainable growth for all – no limits, no borders. A purpose that defines the ‘why’ and the ‘how’ for UPL.

Modern agriculture is one of the world’s most scientifically advanced industries, but its linear supply chain model is archaic and prevents positive change. Driven by technology, OpenAgTM has the ambition to replace that rigid model with a flexible network of new ideas, new connections, and new possibilities.

It takes into account the challenges facing agriculture - climate change, the need for biodiversity, reducing waste, and the rise of the consumer voice, for example – and begins to answer the question, ‘how do we feed the world as the population gets bigger and our resources become scarcer?’

OpenAg at work

UPL’s new visual identity is a vibrant, colourful expression of OpenAgTM, with a data-driven ‘living’ symbol representing sustainable growth for UPL and global food production.

To embed the new purpose and realign UPL’s internal mindsets to inspire and drive sustainable growth for all, we created specialised workshops with key, cross-functional groups, such as Global Marketing and Strategic Business Alliances. From here, we developed a range of new products and services to further OpenAgTM, creating an additional path in this rewarding and ongoing relationship.

As a purpose, and set of values and behaviours, OpenAg gives UPL a relevancy beyond its sector.

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It creates a new culture that unifies UPL and Arysta LifeSciences, with thousands of employees rallying around it to build a valuable future together and for the world.