by AKMAR ANNUAR

SIME Darby Plantation Bhd (SD Plantation) is planning to rebrand as SD Guthrie Bhd, a move aimed at gaining full control of its brand identity. 

The announcement to Bursa Malaysia, sets the stage for an EGM where shareholders will vote on the proposed change. The notice for the EGM will be issued soon.

SD Plantation chairman Tan Sri Dr Nik Norzrul Thani Nik Hassan Thani (picture) described the rebranding as a “significant milestone” in the company’s 200-year history, occurring at a crucial time for the organisation. 

“We have established clear leadership in our industry on many fronts and have grown our downstream business into a significant revenue contributor,” he said in a statement.

According to him, as a major landowner in Malaysia, the company is keen to enhance shareholder value through strategic opportunities.

The decision to adopt the new brand name follows several months of discussions with experts in law, intellectual property, and brand identity, ensuring that all legal and regulatory prerequisites for the rebranding are met.

“The change underscores the company’s commitment to sustainable growth and control over its brand and business strategy,” said SD Plantation Group MD Datuk Mohamad Helmy Othman Basha.

The brand name “Sime Darby” has been under the control of Sime Darby Bhd, the former parent company of SD Plantation. 

Since its demerger and subsequent listing six and a half years ago, SD Plantation has been operating under a licensing agreement, which has placed constraints on its strategic brand decisions.

The proposed new brand name, SD Guthrie, is intended to reflect the company’s evolution from its roots as Guthrie & Co, a trading house founded in Singapore in 1821, to a major player in the global plantation industry. 

The name also pays homage to its historic association with the Sime Darby group and its founder, Alexander Guthrie, symbolising ambition, enterprise, and resilience.

Mohamad Helmy emphasised the importance of sustainability, innovation, and quality in the company’s operations, noting the ongoing investments in new technologies and continuous improvement to meet the changing demands of the global market.

SD Plantation will provide further updates on material developments concerning the rebranding initiative.