8
OVERVIEW
THE SENWES BRAND
During the autumn of 1909 a group of 24 farmers met to discuss the idea of forming a
co-operative in the erstwhile Western Transvaal and on 15 May 1909 De Centraal Westelijke
Co-operatieve Landbouw Vereniging was established.
O
n 21 April 1936 Senwes was registered at the Depart
ment of Agriculture (Union of South Africa) as the
“Sentraal Westelike Koöperatiewe Maatskappy” often
referred to as “Sentraalwes” or “Senwesko”.
THE DRIVE
Over the past century the company has been driven by the de-
sire to create value for its stakeholders, adopting the attribute
of adaptability to ensure that expectations are met and that
Senwes remains one of the leading agricultural companies in
Southern Africa.
THE FOUNDATION
The brand is built on six sound corporate values that em
ployees embrace and live by. These include integrity, business
orientation, self-motivation, innovation, loyalty and accounta
bility. Senwes is known for its integrity, loyalty and professio
nalism, which we strive to reflect in all our business activities.
THE RESPONSIBILITY
Senwes has the responsibility of making a meaningful contribu-
tion towards food security in South Africa through sustainable
agriculture, by providing innovative and integrated solutions to
food producers and other role players in the applicable stages
of the food value chain.
THE PRESENCE
Senwes strategically uses joint ventures to expand its geo-
graphic presence and operates as a group of companies from
eight of the nine provinces in South Africa with a personnel
complement of 3 252 employees in the group.
STATEMENT OF COMMITMENT
THE EVOLUTION OF THE CORPORATE IDENTITY
In 1956 the company initiated and
started using its first logo with the
slogan “We co-operate and achieve”.
From 1959 until 1971 the red,
circular, toothed wheel with a maize-
cob and golden hands, symbolising the
agreement between the producer and
Senwes, was used.
Senwes is committed to creating value for all its stakeholders
by conducting sustainable business through ethical dealings,
protecting the environment and contributing to the socio-eco-
nomic development of its employees and societies in which it
conducts business. In 1972 Senwes formally accepted a
new corporate identity with the SWK
acronym that represented “Sentraal-Wes
Koöperasie”.
THE PROMISE In 1997 Senwes transformed from
an agricultural co-operative to a com-
pany that competes in the free market
- this was accompanied by a corporate
identity change.
As a corporate brand, Senwes wants to be the preferred in-
vestment partner, employer, supplier and distribution channel
and a good corporate citizen. Senwes also strives to break
new ground in every segment of the food value chain, where a
strategic thought process has been adopted of knowing more
and being experts in what we do.
OVERVIEW | THE BUSINESS | STRATEGIC AND OPERATING CONTEXT | THE PERFORMANCE | CORPORATE GOVERNANCE
In 2008 Senwes introduced a new
company logo with the slogan “Breaking
new ground”. This was also the
beginning of the sub-brands that are
commonly used today: Senwes Credit,
Senwes Grainlink and the most recent,
Senwes Equipment.