Winning the 2008 Sustainable Business of the Year Award for the Bay of Plenty region is public recognition of Farmers Industries Ltd (FIL)'s huge two year journey to redesign itself.

As New Zealand's premier manufacturer and supplier of dairy hygiene and animal health products, FIL has overhauled its direction, focusing on sustainability and embracing design-led thinking in preparation for tackling an increasingly competitive international market.

Mt Maunganui-based FIL now has ambitious targets for growth, aiming to take total sales to $30 million in five years. The company is also aiming to grow international sales from the current position of $1.5 million to one third of that overall total.

The journey began in earnest in 2006. The company had already decided to put sustainable policies at the centre of its business, and had begun involving staff in planning an eco-designed head office and production plant. That year, the company also decided to participate in 360 Design with audit team members from Designworks and Price Waterhouse Coopers. FIL has been in the agricultural chemical industry for more than 30 years so was familiar with regular safety and manufacturing practice audits. However this was the first time it had been scrutinized by business design experts. The independent evaluation was welcome, says marketing & communications manager, Kate Seaford.

The 360 Design Assessment produced an eight point action plan. The first three key areas for improvement: the company lacked a core, long-term vision; the brand identity was dated and inconsistently represented on products; and special focus was needed to actively grow FIL's international markets.

"The 360 Design assessment clarified and identified the areas we need to improve before committing further resources to our export business," says Seaford.

Long-term vision and brand strategy were solved first, with assistance from Brian Richards' design company BRR Limited. FIL worked closely with the designers and involved the whole management team in the re-branding process.

"The management team was totally committed to the changes and has thoroughly enjoyed watching their brand evolve," says Seaford.

BRR produced an overall strategy and positioning for all activity involving the brand. The project included a mammoth review of FIL's vast array of packaging. The company markets over 40 products domestically in the categories of hygiene, animal health, markers and nutrition.

"We have achieved much better stand-out for the brand and consistency across the product range," says Seaford. "Previously our packaging featured multiple colours and styles, including sub-brands. There was no consistent look and feel to FIL. Now that our proprietary packaging is updated, customers will know they are buying FIL."

In November 2007 FIL opened its new head office, which is considered the country's most eco-effective industrial building. Its features include rainwater storage with water stored in two 30,000 litre tanks and treated for process use. Heat recovery systems in the building include solar heating and process heat recovery with further heat requirements met using a boiler burning recovered waste car oil. Natural light is optimised throughout the building with louver systems to maximise light and reduce heat over summer. Overall, the building uses 80% less energy than traditional buildings of its size.

With almost all of the basics in place - vision, brand strategy and identity - the company has a robust foundation on which to face the next challenge - international growth. In 2008 it has been focusing on dedicated sales and marketing plans to grow its export markets in Australia, US and Europe.

Seaford says that by completing the Design 360 process, "we were able to lay the foundation stones to achieving our longer term objectives for domestic and international growth."

"And that journey has only just begun under the direction of our new general manager Warwick Dowse."

FIL's recent supreme regional award in the annual Sustainable Business Network's awards has publicly recognized the company's hard work and commitment so far to strengthening its future, says company director Arthur Jordan.

He says judges were impressed not only by the head office's eco-features, but FIL's ongoing commitment to R & D and communication and education with its supply chain and customers.

"It is difficult for a chemical company to win an award like this. We have worked very hard to produce products that are sustainable and environmentally compatible, using processes that minimise energy and waste," he says.

"Attention to how we designed our new building has been central to our sustainable goals, and the award confirms we are on the right track."