Close
 

Freedom Farms targets food shoppers' hearts

  • News
  • October 25, 2016
  • Erin McKenzie
Freedom Farms targets food shoppers' hearts

What's interesting about the Freedom Farms model is that the company doesn't have farmers and doesn't produce its own food. Instead, co-founder Gregor Fyfe refers to the team as consumers who are concerned about how animals are farmed and knowing that when they chose a product it is farmed in a way they can be proud.

“We are about how animals are farmed and trying to improve how they are farmed, and we are also about trying to improve the way farmers look after the environment because of the big cost of farming from an environmental perspective.”

Because of this, its marketing plays an important role of selling the idea of cruelty-free farming as well as the products. Fyfe says the mission of its campaigns is to show consumers that they have an opportunity to influence farmers to make changes by buying Freedom Farms.

One of the efforts hoping to do just that is a new campaign rolled out with Special Group across busses and billboards. The images show the aftermath of a Freedom Farm meal with headlines that highlight Freedom Farms’ cruelty-free philosophy.

Fyfe says this, Freedom Farm's first mainstream campaign, is a sign of how ethical consumerism is on the rise around the world.

“People who have never thought about us but are in the space are going ‘oh golly, there is a company out there that is trying to do something’ and that is what it’s all about,” he says. "It’s no longer just a little niche, there are more and more consumers who are saying ‘I do care and I’d like to make a difference’.”

When Freedom Farms launched ten years ago, it turned to the likes of top-end food magazines, like Good, and PR to spread the message.

At the time, there were no products in the market to satisfy the wants of ethical consumers. However, with the rise of both awareness and ethical products, Fyfe says it's estimated that 30 percent of all consumers are ethical.

Furthering its effort to inform consumers that buying Freedom Farms means they are buying an ethically farmed product as well as a product that will influence change is its #freerangefriday campaign.

The campaign promotes Freedom Farms’ mission to see all conventional chicken farms converted into free-range farms by encouraging grocery stores to stock Freedom Farms free-range chicken.

This mission to see the end of conventional chicken farms supports the concern of ethical consumers that the brand they are buying is also involved in conventional farming – a quality, Fyfe says, sets Freedom Farms apart from other brands because it only sells high welfare products.

Making Freedom Farms stand out further is its positive image, which is something Fyfe says it set out to do from the start.

Since its launch, it's stuck with its children’s drawing-like style on its logo, which Fyfe says is its effort to be “fun, playful and non-conventional”, an image different to other food brands ten years ago.

And while many food brands have changed their style to be more reverent and fun now, Freedom Farms still stands out when comparing it to other organisations against conventional farming that use harrowing images of caged animals.

“We only tell the story that there is a solution and there is a choice,” Fyfe says. “There are plenty of animal welfare activist groups out there that are doing a fine job shocking people into facing some reality, but that is not our job.”

Instead, he says its job is to promote the positive side of how its products are farmed to show consumers they have a choice.

This story originally appeared on StopPress.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Mergers: Making it work

  • News
  • August 17, 2019
  • Jai Breitnauer
Mergers: Making it work

We took an in-depth look at recent retail mergers. Jai Breitnauer compiled all the advice from the feature into this handy guide on how to get one right.

Read more
 
 

Mergers: What about the staff?

  • News
  • August 16, 2019
  • Jai Breitnauer
Mergers: What about the staff?

As part of a recent look at retail mergers, Jai Breitnauer considers their effect on staff.

Read more
 
 

Walk Ethical: The new way to commit to providing a better workplace

  • Sponsored content
  • August 15, 2019
  • Sponsored content
Walk Ethical: The new way to commit to providing a better workplace

Colmar Brunton recently reported that over 90 percent of Kiwi consumers would stop buying goods and services from businesses found to be unethical. Walk Ethical is the new accreditation available for business to show they’re dedicated to ethical standards in the workplace.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Are you on The Retail Hotlist 2019?

Join us in celebrating the vitality and innovation of New Zealand’s retail sector by voting for The Retail Hotlist. The NZ Retail team and Gem, ...

 
 

A Kiwi working abroad at Amazon and Microsoft talks Amazon Go

  • Technology
  • August 15, 2019
  • Idealog
A Kiwi working abroad at Amazon and Microsoft talks Amazon Go

Businesses across the board are now laser focused on how to create the best possible customer experience, but how do companies big and small ensure they’re placing people first? At the CX Conference 2019, Microsoft global industry marketing director of retail and consumer goods Catherine Brands shared her unique New Zealand insights from working at Amazon and Microsoft, including what it was like to be one of the founding team members to launch Amazon Go.

Read more
 

Inside Allbirds' first New Zealand store

  • Design
  • August 15, 2019
  • Lara Wyatt
Inside Allbirds' first New Zealand store

Founded by New Zealander Tim Brown, sustainable sneaker company Allbirds went ahead and conquered the US market before opening on home territory. The first Kiwi Allbirds store launched in Auckland's Britomart today. The Register's sister publication Good was there to check it out.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}