From My Farm, which offers supermarkets and specialist retailers a “one stop shop” buying solution for fresh regionally sourced produce, is launching a PR campaign to support its ambitious expansion plans.
From My Farm, which was launched in October 2008 in response to growing consumer concern about food provenance and is part of the Produce World Group, has employed Mustard Communications to help raise its profile in a bid to make it a nationally recognised brand by June 2012.
The brainchild of Yorkshire farmer’s daughter Charlotte Falkingham, the From My Farm brand plans to celebrate its second birthday this autumn by extending its work into several new regions.
From My Farm branded produce can currently be found in Scotland, the South West, Yorkshire and the East of England as well as in selected London retailers.
It has its sights set on expanding into the South East, East Midlands and West Midlands, followed by the North West next Spring and at a later date the North East and Wales.
The From My Farm brand is a supplier concept in which the UK is divided into eight regions from where From My Farm identifies and works with growers. Hubs collate orders, liaise with growers and deliver to the nearest regional distribution centre or, in some cases, direct to store. In this way national supermarket chains have the convenience of a ‘one-stop-shop’ buying solution for perishable, regional, fresh produce while small local growers have the opportunity to supply major multiples in their region when they would not otherwise have the volume of scale to do so.
Falkingham said: “The From My Farm brand has come a long way in the last 20 months but there is huge potential to raise awareness amongst the growing army of consumers demanding local produce and to which increasingly retailers are listening. We think our PR campaign devised by Mustard Communications will help to do that and also encourage more local growers to enquire about joining us in regions where we already function and in those where we are looking to expand.”
Stockists currently include some branches of Morrisons and Waitrose, Sourced Market at St Pancras International, Whole Foods Market in London and Harrods.
Mustard will be pushing several key messages around regional provenance, traceability, seasonal produce, environmental issues and working to donate money to the Growing Trust charity.
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