Aimed at improving amenity and sports pitch grass sward quality, the new brand represents an invigorated company culture that focuses on understanding customer needs and combining knowledge and skills to meet those needs through research, development and innovation.
Alongside a new company logo, website and product support materials, the company has also stated its intention to offer added expertise and knowledge sharing to the amenity sector.
"A strong brand identity is more than a new logo and is more than a clever marketing campaign," explained amenity manager Richard Brown.
"Germinal's heritage is our strength, and our knowledge is the company's platform for future success. The new brand therefore reflects our willingness to listen, understand and evolve alongside our industry.
"We care about how our industry moves forward and strive to provide first class products and services which will make a difference to our customers. Our core vision is therefore to understand our customers' needs and to combine our knowledge and skills to meet those needs through research, development and innovation.
"We see our role as extending a long way beyond the supply of quality grass and wildflower seeds. Innovation, expertise and the sharing of essential knowledge will therefore feature more and more in Germinal's future support of the amenity and sports sectors. The new, invigorated Germinal brand will ultimately influence our culture and the way we do business, and will serve as a source of inspiration, excitement and pride. We believe it is a benchmark for the industry."