Sanford, a long established New Zealand fisheries company, wanted to signal a significant period of change. Previous Annual Reports had been pragmatic, efficient and compliance driven. With a new CEO, we were encouraged to boldly express Sanford’s vision of being the best seafood company in the world in a way they hadn’t done previously. The desire was for an engaging document that modernised the face of the business, increased its profile with external stakeholders and instilled pride amongst staff.
As a statement of progression, an Integrated Report was decided upon - one of the first in New Zealand. Integrated Reports follow international guidelines to showcase how environmental, human, intellectual, financial and social factors combine to create value in the business.