Nearly 10 years ago Pāmu Farms of New Zealand was introduced as a brand name for Landcorp Farming Limited.
At the time of the name change the chair of the board Traci Houpapa explained Landcorp implied land ownership and corporate farming, neither element of which was popular or consistent with the image Landcorp was seeking to develop.
More than 700 options were explored before the team settled on 'Pāmu', which is a transliteration, turning the English ‘to farm’ into te reo Māori.
It was said to reflect the deep connection New Zealanders have with the land, born from respect, and a genuine desire to protect and enhance the environments in which the company works. The new name was simple and reflected the company's position as the largest farmer in New Zealand.
10 years on why do we still use Landcorp?
Pāmu Farms of New Zealand is our brand or trading name however, Pāmu’s legal name remains Landcorp Farming Limited. An official change of name requires an Order in Council (essentially, approval by the Government’s cabinet) and there has not been an appetite to do this.
Having a legal and trading name is not uncommon. For example, Scion’s company name is New Zealand Forest Research Institute Limited.
Legally, Landcorp needs to appear on any document creating a legal obligation such as contracts, for commercial deals and formal announcements.
In addition, our suppliers must invoice Landcorp Farming Limited. We also still carry @landcorp.co.nz in our email addresses. Otherwise, we are Pāmu Farms of New Zealand. Our farms are Pāmu farms and in conversation, we talk about working for Pāmu.
