Online Login

A New Brand for CRT Group

Monday, 18 August 2008

CRT Group has launched a new brand, reinforcing its position as a progressive and dynamic leader in the supply chain and logistics industry. 

CRT Group has operated for over 25 years and became a wholly-owned subsidiary of QR in July 2005.  Since that time the business has undergone several exciting changes, which has included the acquisition of the family owned Golden Bros business in September 2007.


The CRT Group and Golden Bros businesses have been integrated to operate under one business name and one brand.  The CRT Group name is to be retained, accompanied by a new and dynamic brand which was launched in Melbourne earlier this week. 


CRT Group CEO, Cameron Dunn explains the reason for reviewing both the CRT Group and Golden Bros. brands.


“In the 22 years I have been involved with the logistics industry, I have never witnessed such challenging times as what faces our industry today.  However, with all challenges, there come opportunities.”

 “Since acquiring Golden Bros we have worked vigorously to capitalise on the synergies of both businesses.  We embarked on a very thorough project to review both the CRT Group and Golden Bros brands and in doing this engaged our customers, suppliers and staff.  The outcome of the research reinforced the need for us to have one brand that would reflect the values of our business, along with our strategic direction”, he said.
Mr Dunn went on to describe how the new brand reflects the strong reputation that CRT Group has established for being leaders in the areas of quality, safety, service and sustainability.


“In April this year, CRT Group celebrated a major milestone in achieving Environmental Management System certification (AS/NZS ISO 14001:2004) across all of its branches.  This along with the certifications to both a Quality Management System (ISO 9001) and OHS Management System provides clear evidence of our commitment to being a leader in our field, backed by superior expertise.”

 “The new brand reflects our focus on sustainability, agility, performance and the guarantee to deliver on what we promise.”   


“The branding statement of “Better Ways” which will feature prominently in CRT Group marketing campaigns encapsulates what we strive for – to perform better, employ better people and create a better future”, he said.