LOVELAND, OHIO, US — SafeGrain unveiled a new brand identity to better represent its culture under new leadership.

The company, which has been in business since 1954, was purchased in August 2022 by Zachary and Stacey Carr.  

SafeGrain sensor technology is focused on providing assurance to grain handling and storage operators to alert them to safety concerns, such as interruptions to aeration or fluctuations in temperature.

“While SafeGrain has decades of experience and many relationships that go back that far, we want to build on that history to continuously improve our industry-leading technology,” said Zachary Carr, who assumed the role of president. “This rebrand is a way of letting people know that we are committed to excellence and innovation now and into the future.”

With this rebrand, SafeGrain will offer all of its agricultural hazard monitoring solutions, formerly under the brand Maxi-Tronic, under the SafeGrain brand.

The rebranding introduces a new look and feel and provides brand consistency across its offering of grain handling, aeration, temperature systems, storage and hazard monitoring products. The rebranding also included expanding the brand identity to include a brandmark, color palette, tagline and messaging.

“The new tagline, ‘It’s in the name’ doubles down to remind our customers that our company and products have one goal focused on keeping your commodities and operators safe,” Carr said. “Our products and people are proven and trusted, and we’re only going to continue to make the industry safer and more efficient.”

Customers will immediately notice the new image reflected in the company’s social media, trade show presence and business correspondence. SafeGrain plans to roll out a newly branded website in the coming weeks.