Mustard to help build From My Farm into a National Brand

As consumer concern about food miles and provenance continues to grow, we are delighted to be launching a PR campaign for From My Farm which celebrates the rainbow of seasonal fresh British produce from regions around the UK.

The brain child of Yorkshire farmer’s daughter Charlotte Falkingham, the From My Farm brand services supermarkets and specialist shops from a number of regional food “hubs” to avoid the need for produce to be transported to a central national pack house.  The farmer’s name and the location of the farm is stamped on every pack so the consumer can be assured it has been grown and packed locally; nothing is imported from other UK regions or from abroad.  You won’t find asparagus or strawberries on sale at this time of year, but what you will find is a bounty of delicious fresh seasonal produce.

We were awarded the contract after a seven-way agency pitch and will be helping to build From My Farm into a nationally recognised brand.  Activities include setting up a series of competitions to win From My Farm dinner parties in celebration of their second anniversary as well as the development of a  news story to to highlight the number of food miles the brand has saved consumers since its launch.

Charlotte commented:  “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.”

Wendy Akers, MD of Mustard Communications, said: “We’re very excited about working with From My Farm.  It is a genuinely different supplier concept working to clearly defined values and messages.  The PR campaign is practical, hard working but exciting – much like the From My Farm brand itself!”

From My Farm is part of the Produce World Group, based in Yaxley, Peterborough.  It was a conversation on a plane journey between Charlotte and group agricultural director Andrew Burgess, who had been visiting growers in Spain, which led to the formation of the brand.
“Andrew and I both agreed that there was a genuine and real need for locally produced food which could be bought by consumers in the area in which it was grown and branded as such,” said Charlotte.