SD Plantation Declares Plans for Rebranding

Sime Darby Plantation Berhad (SD Plantation or the Company) has revealed its plans to undergo a name change, transitioning to SD Guthrie Berhad. This strategic shift was formally disclosed to Bursa Malaysia today, marking the company’s intent to solicit shareholders’ approval for the rebranding at an extraordinary general meeting (EGM). The EGM notice will be disseminated in due course.

Tan Sri Dr Nik Norzrul Thani Nik Hassan Thani, Chairman of SD Plantation, expressed, “This marks a significant juncture in our 200-year legacy and arrives at a pivotal moment for our organization. We’ve attained distinct leadership in various facets of our industry and have amplified our downstream business to become a substantial revenue driver. As Malaysian landowners, we are keenly aware of the myriad opportunities to enhance value for our shareholders.”

The decision to rebrand follows extensive consultations with experts in law, intellectual property, and brand management over several months. All requisite legal and regulatory clearances for the rebranding will be secured.

Datuk Mohamad Helmy Othman Basha, Group Managing Director of SD Plantation, articulated, “We perceive it as imperative for any sizable company with aspirations for sustainable growth to possess and govern its brand and identity. With this transition to SD Guthrie, we will wield complete control over our identity and explore avenues that best align with our shareholders’ interests.”

The “Sime Darby” brand is under the ownership and governance of Sime Darby Berhad, the former parent company of SD Plantation. Since its demerger and subsequent listing six and a half years ago, SD Plantation has operated under a license, subject to the terms of a brand and trademark licensing agreement, and paying an annual fee for the “Sime Darby” brand usage. This arrangement substantially limits SD Plantation’s autonomy in making strategic decisions for its brand and business.

In proposing “SD Guthrie” as the new brand, the Company aims to position itself as a fully integrated industry player, with interests and prospects beyond upstream plantations. Additionally, the SD Guthrie brand carries profound historical significance for the company, paying homage to its recent association with the Sime Darby group, as well as its roots dating back over 200 years to Alexander Guthrie. The original Guthrie narrative epitomized ambition, entrepreneurship, and resilience, traits that persist within the company today.

Originating as Guthrie & Co., a trading house in Singapore in 1821, SD Plantation has evolved through various corporate endeavors into one of the world’s largest plantation companies.

“However, our commitments to sustainability, innovation, and quality are as pivotal as our scale, outreach, and capability. This is why we continuously explore new technologies and invest in ongoing enhancement. We comprehend the evolving global needs, and we eagerly anticipate an exhilarating future,” remarked Mohamad Helmy.

The Company pledges to issue further updates upon any significant developments.

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