THE new owners of Farmway this week unveiled plans to invest in and re-brand the company.

Mole Valley Farmers has been evaluating the 49-year-old business since its acquisition at the end of March.

Graham Cock, chairman of the Devon-based business, and Keith Ockenden, head of agriculture, hosted an event at Farmway’s Piercebridge headquarters near Darlington on Tuesday when they outlined their plans to invited guests.

Speaking before the event, Mr Cock said: “We can build on some very good foundations here, there are very good people, very good facilities and a very loyal customer base.”

One of the key attractions of Farmway had been its extensive arable and grain operations which Mole Valley has previously not enjoyed.

Mr Ockenden said Mole Valley’s whole aim was to provide farmers with a high-quality service and best value.

He said: “We will invest in the seed plant and the retail facilities and will have a new trading website in six to nine months.”

The short term aim is to raise customer care standards and have fully stocked shelves in the retail centres with a wider range of products – some Mole Valley products have already appeared with more to follow.

The re-branding will begin in the last quarter of the year and be completed by March.

Farmway will become Mole with its individual sections becoming Mole Retail, Mole Arable Solutions etc.

Mr Ockenden stressed Mole Valley was all about providing its customers and members with the best possible service and said they want to hear from Farmway customers. He said: “We want them to tell us what they like about Farmway, what they want to see more of and less of.

“We have our thoughts and want to listen. We have to adapt to the changing role of agriculture and adapt to the needs of our customers.”

Mr Ockenden said he saw Mole Valley as a “champion” for farmers, ensuring they get best value through its scale and purchasing power.

As consolidation in the agriculture sector continued scale was all the more important.

At the time of the takeover Farmway chief executive Peter Hull, who is no longer with the company, said it had found itself “not small enough to be a niche business nor big enough to be powerful.”

The firm was founded by a small group of farmers in Devon in 1960. Today it has an annual turnover of £350m, more than 1,900 staff, and a trading area from Cornwall to the Scottish Borders.

It has 7,300 farmer shareholders, more than 22,000 country members and 70,000 account holders and expects sales of £400m this year.

It offers a vast range of goods and services including 50 rural retail stores; feed mills; blending operations; a specialist mineral plant; fertiliser; seeds; chemicals; an energy business; a company which erects 200 farm buildings a year; an animal medicines section; and three veterinary practices.