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MHM Automation is a global leader in engineered automation solutions, shaping the way food and packaging is processed, handled, and delivered around the world. With a heritage that traces back to Christchurch in 1884, the company has evolved into a future-focused leader whose systems span meat, dairy, horticulture, grain, timber, and industrial processing. Their reputation is built not only on scale and engineering excellence, but on an ability to consistently pioneer technologies that redefine what is possible for modern food processors.
Today, MHM operates across New Zealand, Australia, the United States, and beyond, with more than five hundred installations worldwide. As part of the Fortifi Food Processing Solutions family, alongside other leading brands, such as Bettcher Industries and Frontmatec, they have the reach and capability to deliver automation at every level, from a single system to a fully integrated global plant. Their work stands as a testament to the strength of New Zealand engineering, elevated to a global platform.
MHM Automation was born out of the integration of some of New Zealand’s most respected engineering names - Mercer Stainless, Haden & Custance, Milmeq, AiCo, BetaVac, SCE and others - each with an enviable reputation for craftsmanship and innovation. While those brands carried significant equity and international recognition, the challenge was to unify them into a single identity that not only honoured their legacy, but also signalled the future direction of the company.
The business had shifted well beyond stainless fabrication into a new era of automation and advanced systems, where robotics, chilling technologies, and world-leading process innovations were at the core of their offering. The rebrand was not simply about a new name, but about uniting multiple business units and diverse teams under one global banner, aligning culture and perception, and ensuring the company’s story resonated with the international markets in which they operate.
Naked Creative partnered with MHM Automation to create a brand that embodies their bold, confident, and truly global presence. We distilled the legacy of their respected heritage brands into a single narrative that projects innovation, scale, and leadership. The identity we crafted reflects MHM’s unique ability to push the boundaries of automation while preserving the trust and recognition earned over decades of excellence.
Our partnership has grown into a deep and enduring collaboration. Naked Creative continues to serve as MHM Automation’s outsourced marketing department, working seamlessly with their internal teams across multiple companies and international markets. Together, we develop high-level communications, design sophisticated collateral, orchestrate global product launches, and profile milestone projects that highlight both technological innovation and the scale of their global delivery.
This relationship is more than transactional, it is a genuine partnership where we are embedded in MHM’s story and success. By aligning brand, communications, and strategy, we ensure their voice is not only heard but amplified on the world stage. The result is a brand that stands as a symbol of New Zealand ingenuity and global leadership in automation, and a partnership that continues to elevate MHM’s reputation as one of the most innovative, future-focused companies in the industry.
“The team take the time to really understand what we do and why we are different, and they invest in telling our story. We consider them an important part of our team.”