CPS outlets to take merged parent’s name

A well-known and unusually literal brand in Canadian and U.S. agribusiness is set to disappear this summer under the name of its new parent firm.

Crop input retail stores and facilities run by Crop Production Services (CPS) — the brand today used across North America by the retail arm of the company formerly known as Agrium — will rebrand as Nutrien Ag Solutions, starting July 1.

Nutrien, now based in Saskatoon, officially formed in January from the merger of Calgary-based Agrium with its fertilizer industry rival PotashCorp. The CPS arm, headquartered in Loveland, Colorado, maintains a Canadian head office in Regina.

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The name change will cover all of Nutrien’s 220-odd CPS retail sites in Western Canada — plus all other Nutrien facilities in North and South America that carry the CPS, Utilfertil and Agroservicios Pampeanos brand names, the company said Thursday in a release.

Landmark, Nutrien’s farm service and retail subsidiary in Australia, was not mentioned in Thursday’s release.

Farmers in parts of the U.S. have known the Crop Production Services brand in ag retail since 1983. Agrium bought the CPS input retail chain in 1994.

CPS has served as the brand for Agrium retail facilities in the U.S., Canada and Chile, including sites acquired when Agrium bought UAP in 2008, Viterra’s Prairie ag retail business in 2013 and Cargill’s U.S. ag retail sites in 2016, among others.

“Our goal is to create a consistent global agriculture brand that represents value and productivity for our customers,” Nutrien CEO Chuck Magro said in Thursday’s release.

“We’re extremely proud of the retail organization we’ve built,” said Mike Frank, president of Nutrien Retail, in the same release. The rebranded operation “will continue to partner with key suppliers and to invest in best-in class technology, platforms and tools.”

The new retail division, he said, will have more details to share “in the coming months” regarding an “enhanced digital platform and other investments.” — AGCanada.com Network

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