Reid Stockfeeds
Embedding values and strengthening connection across a multi-site workforce
The Objective
Reid Stockfeeds operates across a wide footprint, with teams based at Head Office, Camperdown, Cobden, Colbinabbin, Gunbower, and Trafalgar. As the business continued to grow, the challenge became keeping people aligned and connected across multiple locations, while maintaining a consistent culture in how the business shows up day to day.
The objective was to develop a clear, practical values framework that could guide behaviour, strengthen culture across all sites, and create a shared language that felt consistent no matter where someone worked. Alongside this, Reid wanted to lift internal engagement through more consistent communication that kept employees informed, recognised, and connected to the broader business beyond their immediate site.
The Solution
We worked with Reid Stockfeeds to develop and embed the GROW Values framework, designed to reflect the reality of the business while also guiding where it wanted to go.
The four values are:
- Growth - continuous improvement, innovation, and sustainability in practice
- Reputation - accountability, ethics, and doing what you say you will do
- Openness - teamwork , respect, and strong internal relationships
- Wellbeing - safety, health, and care for people, communities, and the environment
Rather than treating these as a statement of intent, the focus was on embedding them into daily behaviour and decision-making across all sites. From Head Office through to regional operations, the GROW Values were integrated into recognition programs, performance conversations, and internal communication touchpoints so they became something people actively use, not just something they see.
A key part of this was the development of The SCOOP, a monthly internal employee EDM designed to bring rhythm, personality, and consistency to communication across the entire business.
The Scoop brings together operational updates with human stories from across the network, including:
- Recognition through ‘Grunter Award’ nominations
- Site-level initiatives such as BBQs and team gatherings
- New starters, role changes, and internal opportunities
- HR updates
- Social connection initiatives, including the Social Club Committee
- Company events, birthdays, and seasonal moments
- Engagement initiatives like recipe sharing
It created a shared sense of visibility across all sites, so what was happening in Cobden was just as visible in Colbinabbin, and Head Office could see the same wins and milestones as Gunbower or Trafalgar.
Beyond internal communications, the GROW Values were also brought to life across Reid Stockfeeds’ wider brand presence. Working within the Reid brand guidelines, we developed visual treatments and supporting graphics that gave each value a distinct, recognisable identity. These were rolled out throughout the website and extended into a wide range of internal collateral to ensure the values remained visible in everyday environments.
This included branded posters, a large-scale reception mural, water bottles, desktop screensavers, wallpapers, and other internal touchpoints designed to keep the GROW Values front of mind across the business. The result was a more immersive and consistent brand experience where employees regularly interact with the values in both physical and digital spaces.
The Result
The GROW Values have become a genuine cultural anchor across Reid Stockfeeds. Across all sites, they are now being used more consistently in recognition, leadership conversations, and everyday decision-making. Importantly, they have helped create a shared language that travels across regions, not just within teams.
The impact is also being felt externally. As employees across every site begin to live and reinforce the same behaviours, customers are noticing a more consistent experience, stronger communication, and a clearer sense of what Reid Stockfeeds stands for as a business.
The SCOOP has played a key role in strengthening this alignment. Engagement has been strong, but more importantly, it has created visibility across the entire organisation. People are more aware of what is happening outside their immediate site, more connected to the broader team, and more engaged in recognising contribution beyond their own day-to-day environment.
As Nick Reid, CEO of Reid Stockfeeds, shared:
“What’s been most noticeable is the consistency it’s created across all of our sites. When our people are living the GROW values every day, you can feel it internally, but you can also see it externally in how we show up for our customers. It’s brought a real sense of alignment across the business.”
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful, something that connects, inspires, and drives real growth. We’re here to bring your vision to life.