Today, Frontier Agriculture has revealed a new look for its well-known brand.

The change is part of a long-term strategy to strengthen relationships with farmer and grain customers, as well as the wider industry, and sees the business make it easier for customers to access its broad range of products, services and expertise.

As of today (3rd April 2025), the business’ specialist divisions – BCW Agriculture, Wells Agriculture, Kings Crops, SOYL and Anglia Grain Services (AGS) – will formally operate under the Frontier name, bringing all the services together to form a more cohesive and accessible offer for customers.

It also sees the company move from its historic green colour to a new foundation colour of rich ‘soil’ brown representing the foundation of food production and farming, while complementary bright colours add a sense of energy, inspired by the vibrancy of the agricultural landscape.

Change driven by customer feedback

The development marks Frontier’s 20th year as the UK’s leading grain marketing and crop production business and comes following feedback from an extensive research project undertaken with farmers and supply chain partners.

Participants were asked to share their experiences of working with Frontier, as well as the expectations they had of Frontier in an industry facing new challenges and opportunities. The resulting insights have been used to inform Frontier’s new strategic approach centred around improving customer experience.

Speaking of the transition, Frontier group managing director, Diana Overton, says: “Since our launch 20 years ago, we’ve invested to make sure we can provide a full range of expertise, products and services for arable farmers. This has meant we have acquired a number of businesses along the way, ultimately becoming a large family of core and specialist services and brands.

“This has been an important and crucial part of our journey. However, in the research our customers told us it could be confusing or that they were simply not aware of the many ways we could support their business.  Therefore, we are moving to a more integrated, holistic offer. With all our specialist areas formally under the Frontier brand it’ll be much easier for our customers to understand and access the support and services they need – something we realise is especially important during times of change and uncertainty within the industry. It’s also key to our refreshed business strategy, which focuses on innovation, efficiency and sustainability to meet the evolving needs of those we work with.”

The rebranding reflects this change, while also celebrating Frontier’s heritage and journey to date. Built around Frontier’s core purpose: ‘Creating a better future for agriculture’, the brand embodies the values of Frontier, with the new look designed to feel more open, fresh and human.

The new logo has evolved from the business’ original, which was founded on the green and yellow hills designed to represent the land that is the basis for all agriculture. The hills can still be seen in the Frontier ‘o’ of the new logo, ensuring that the refreshed look still acknowledges and celebrates this legacy.

The change also means the Frontier brand is now more accessible and compliant with digital guidelines introduced since it was originally created.

Phased brand rollout

Physical rollout of the new brand will be ongoing over an 18-month period. Most branded materials will be replaced over time as they are required as part of normal business activity.  However, today the strategy is already being brought to life with the launch of Frontier’s new website; now representative of the entire business, its story and its services.

Also hitting the road will be a new look for Frontier’s fleet building on both the refreshed brand and the iconic ‘faces’ vehicles.  More will be shared on this later this month.

Diana continues: “We hope that our customers and the wider industry can now get a greater sense of who we are, what we stand for, what we’re delivering for UK agriculture and how we add value, today and into the future. It’s an important milestone and sets the foundation for this exciting new chapter.”

New look, same expert team

While the business looks different, an aspect that hasn’t changed is the vital role of Frontier’s people. Diana explains: “Our customers will still see the same friendly faces and local teams they’ve come to know. Inside Frontier we have always operated as one team working together to deliver customer solutions and our people remain at the heart of our business. In fact, it’s their combined expertise and collaboration across so many specialist areas that makes Frontier the unique business that it is. Our refreshed brand is based on a unified identity which celebrates this and champions it even further.”

The Responsible Choice

And though Frontier’s strategy is new and bold, it’s still underpinned by the business’ long-standing commitment to operate responsibly – outlined in its Responsible Choice framework. Objectives across five areas: people, partnership, production, planet and prosperity – aligned to the United Nation’s Sustainable Development Goals and key environmental, social and governance (ESG) topics - continues to demonstrate Frontier’s long-term commitment to advancing agriculture.

Find out more

More information about Frontier’s new chapter, including a video outlining the business’ commitments to creating a better future for agriculture, can be found at About Us

Media enquiries about this story can be sent to pressoffice@frontierag.co.uk