Brands with purpose

The Agri Food Comms-Cast (AFCC) unpicks the marketing and communications stories behind the issues facing the food and farming sector.

In this episode, Catherine Linch delves into two brands that hinge their marketing on their strong sense of purpose.

First up is Wilfred Emmanuel-Jones MBE, otherwise known as ‘The Black Farmer’. He explains the story behind his brand name and gluten-free sausages becoming such a success over the last 15 years.

From understanding the differences between left and right brain thinking, to above and below the line marketing, Wilfred tells us the ‘why’ behind the ‘what’ that really delivers for customers.

Wilfred has also kindly offered our podcast listeners 10% off all products on The Black Farmer website – just add the voucher code ‘WILFRED57’ at the checkout.

Next up is Mia Hartwell, sustainability manager at Jordans Cereals, a brand which dates back to 1855. She tells Catherine how important it is for their business to protect and give back to nature.

Working with like-minded charities, The Wildlife Trusts, Linking Environment and Farming (LEAF) and The Prince’s Countryside Fund, they have formed the ‘Jordans Farm Partnership’.

Mia explains how they work with 30 farmers who grow high-quality cereal crops and leave 10% of their land to nature. This is incorporated in all Jordans’ communications campaigns, adding credibility to their sustainable brand and connecting with eco-conscious consumers.

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