Soil Association Exchange: Brand Proposition & Identity
Before Soil Association Exchange had a brand, it had an ambition: help every farmer build a more sustainable and profitable future. We helped turn that ambition into an organisation built for the whole industry.
We joined Soil Association Exchange before launch, working with the founding team to shape a new organisation designed to help farmers adopt more sustainable practices. But there was a challenge from day one.
If Exchange felt like an extension of the organic movement, it risked alienating the very farmers it needed to reach. Sustainability could never feel like something being preached at them from the outside. So we started with farming as a business.
We recognised that farmers needed practical answers to commercial pressures - productivity, resilience, profitability and changing regulation - not another lecture about doing good. That insight became Better farming for all: a proposition built around empowering farmers with knowledge, data and expertise, while enabling them with practical tools to make better decisions for their businesses and the planet.
We created the proposition, identity, website and communications that brought the new organisation to life.
Today Exchange works with 2,000+ farmers across more than 1.5 million hectares, alongside major partners across food, farming and finance. Better for the farm. Better for the farmer. Better for the future.