Linking cells containing text

I am using Excel 2016.  My role is industry development for the fruit industry in Tasmania.  We have a rudimentary members list on Excel with company name, key contact persons, phone, email etc.

I aim to refine this worksheet to capture member scheduled visits, cropping data, services utilised etc.  I am trying to link member business names from one tab to another, below this is the result im getting.  I would like the cell to display the text rather than the string.