ISEAL Alliance

ISEAL’s Associate Member the Better Sugar Cane Initiative (BSI) has undergone an exciting change of identity.

Better Sugar Cane Initiative is a multi-stakeholder organisation established to design a standard that reduces the environmental and social impacts of sugarcane production.

It is an industry-wide initiative bringing together all end users and producers in a partnership to transform the global sugarcane business. Better Sugar Cane Initiative has recently completed its preliminary work with the launch of a production standard which will deliver a professional certification programme to the market.

To complement this change the Better Sugar Cane Initiative has refreshed its identity. Over the last year the organisation has worked hard to create a name that carries true meaning. The work to find and agree the new name has involved not only members but also professional branding agencies. This new name and logo will act as the face of the organisation and it will be used as the certification stamp.

For that, the Better Sugar Cane Initiative needed a clean, simple, orginal and unified name.

And the name is Bonsucro™!

The typeface, design and colours incorporate elements of science and professionalism which are balanced with a human touch. The sun symbol represents the fact the sun is a vital force in sugar production, providing energy for the process. It also symbolises warmth and the optimism of a new day.

The website www.bonsucro.com will be live in January 2011.