Mountaire Farms has rebranded its agribusiness department to Prime Quality, a name the company used for decades in its feed business, company officials announced this week.
Previously known as Mountaire Agri-Business, the change comes at a time when the grain side of Mountaire has been expanding, with the recent acquisition of three grain elevators in Maryland.
Courtesy Mountaire
The round, blue and red logo is a fresh take on the former Prime Quality logo with the addition of the Mountaire name in script font and the word “grain,” to help define the brand’s purpose. Mountaire used the Prime Quality logo for decades to sell feed in Arkansas, and in the early days of the poultry business on Delmarva.
“We want our customers to know we’re not just in the chicken and corn business,” said Rex Holstein, vice president of Agri-Business. “We’re in the business of buying and selling, conditioning, storing and marketing grain. If we can find better markets for grain around the world, that means we can pay farmers more locally.”
The Prime Quality team is based at the company’s administration building in Millsboro, Delaware, but has employees at locations in Delaware, Maryland, Virginia and North Carolina.
Farmers will begin seeing changes on emails, contracts, signage and other assets coming in the weeks and months ahead.
