The Agri Food Comms-Cast (AFCC) unpicks the marketing and brand communications stories behind 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 is Wilfred Emmanuel-Jones MBE, otherwise known as ‘The Black Farmer‘. He explains the story behind his brand name and gluten-free sausages’ success over the last 15 years. From understanding 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. He has also offered our podcast listeners 10% off all products on The Black Farmer website – just add the voucher code ‘WILFRED57’ at the checkout.
Next, we have Mia Hartwell, sustainability manager at Jordans Cereals, a brand dating back to 1855. She tells Catherine how vital 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 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 featured in all Jordans’ communications campaigns. Thus, adding credibility to their sustainable brand and connecting with eco-conscious consumers.
Brand communications is crucial in showcasing these stories and ensuring they reach the right audience. Both Wilfred and Mia highlight the importance of aligning brand values with genuine actions, reinforcing the trust and loyalty of their customers.
