This month marks one year since Frontier Agriculture launched its refreshed brand to the industry. The milestone comes at a time when UK agriculture continues to navigate significant challenge and change - reinforcing the importance of clarity and consistency in how Frontier communicates and supports its customers.

Despite these pressures, Frontier’s commitment to its purpose and its customers has remained steadfast. The company’s purpose to work with customers and partners across the industry to create a better future for agriculture sits at the heart of its strategy for growth and continues to signal Frontier’s strength, resilience and long-term support for UK food and farming.

Over the past year, Frontier has also strengthened its external voice, contributing to industry discussions and sharing insight on the challenges and opportunities facing customers and the wider supply chain.

Throughout, Frontier has maintained two clear priorities: putting customers first and ensuring health and safety remains at the centre of all its operations. The refreshed brand has helped reinforce these commitments, strengthening the clarity and consistency of how the business communicates, operates and shows up across the supply chain.

While the visual identity launched last year marked a significant moment, Frontier confirms that the rebrand represents far more than a new look. It’s a strategic enabler for the business- helping to articulate who Frontier is, what it stands for and the role it plays in supporting the future of UK agriculture.

What this means for customers: A year of visible improvements

Livery

With more than 100 vehicles now carrying the refreshed Frontier identity, customers will increasingly see a consistent, modern fleet across the country, with drivers also now wearing updated branded uniform making Frontier easier for customers to recognise and engage with. The remainder of the fleet will transition gradually, ensuring minimal disruption.

Digital touchpoints

Much of the rebrand work has focused on digital touchpoints that customers use every day. Customers will see:

• updated documentation and communication that is easier to recognise and navigate

• an evolving website with improved search tools to help you find technical information or market insight faster

This will help customers find exactly what they need, faster and with greater confidence. Our free digital farm management platform, MyFarm, is also now undergoing its rebrand. Customers will see ongoing enhancements to improve clarity, usability and the overall experience of managing farm data, safely and efficiently, online. https://www.frontierag.co.uk/myfarm/

A stronger presence at events and on farm

Whether at Groundswell, LAMMA or local open days, customers will experience Frontier represented with a clearer, more cohesive identity, connecting expertise from across the business to present Frontier’s full capability under one unified brand. Join experts in the field at your local open day this summer. www.frontierag.co.uk/events

Clearer product, service and company information

Teams have made significant progress in presenting Frontier’s offering as one connected story rather than a series of individual products and services. Specialists across the business are hard at work creating easier to understand materials that link products, services and expertise together to present a clearer view of how Frontier’s full offer supports your farm business and ensure customers get the advice and information they need, faster. Click here to view our products and services brochure.

This approach is supported by Frontier’s refreshed annual report, which brings together its strategy, priorities and progress into a clear and consistent narrative for customers, partners and the wider industry.

Looking ahead

The work completed to date lays the foundations for a more connected, progressive and customer first future; supporting farmers and the broader food, feed and drink supply chain with innovative, practical and sustainable solutions.

Central to this progress is Frontier’s ongoing purpose to create a better future for agriculture. This commitment, visible across sites, services and customer interactions, continues to guide the business as it works alongside partners to create a thriving future for UK agriculture.