Alfie Philps-Spicer

𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗳𝗿𝗼𝗺 𝗼𝘂𝗿 𝗹𝗮𝘁𝗲𝘀𝘁 🌍 𝗖𝗹𝗶𝗺𝗮𝘁𝗲 𝗦𝗺𝗮𝗿𝘁 𝗙𝗼𝗼𝗱 𝗘𝗱𝗶𝘁 🌍 The UK organic market has grown by 5.2% in 2024, with a growing number of shoppers prioritising sustainable and eco-friendly food options. 🌿 Brands like Honest Burger and Sainsbury’s are stepping up with innovative approaches to regenerative agriculture and agroforestry, reflecting this shift. → Honest Burgers Ltd restaurant has abandoned its innovative model of buying entire cow carcasses and is re-focusing its support for regenerative beef farming. → Sainsbury's launches agroforestry initiative as it celebrates 20-year partnership with the Woodland Trust And not to forget a shout out to the work to reestablish woodland on Western Isles crofts, funded by the profits from the community windfarm 🌳 But let's stay vigilant 🔎 overselling "regen" initiatives can undermine genuine progress 🌾 ✘ Sustainability requires more than just a label. Read more of the latest climate-smart headlines in The Edit (members only). If anything caught your eye, we'd love to talk it through. Or if you think you'd benefit from a membership, get in touch 🤝 #RegenerativeAgriculture #Sustainability #OrganicGrowth #Agroforestry #EthicalFarming #GreenEconomy

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We’re going back to the iconic 2020 Burger King campaign. It showed a 34-day moulding burger. It was to show how “fresh” their products are. We think this is an example of how a piece of reactive content can remain relevant for a long period of time. Compared to recent videos of TikTok account “Naa-Adjeley” who posts video updates to show how long it takes for a McDonald’s burger to mould, for example, one of her experiments looks at a burger that has only started to mould after 4 months. Science aside, even the common narrative that McDonald’s food does not mould was enough for Burger King to build this campaign 4 years ago. The climate? They are both junk food it’s giving better of two evil vibes. In a market where a lot of audiences are more informed and also more health conscious, the irony is they are providing a “fresher” option by highlighting the fact that it moulds. For us this is an example of ensuring you’re appealing to what your client or customer cares about and demonstrating how you are the best option for them! Want to learn more about how you can implement this into your social media strategy? Click here to subscribe to our weekly newsletter: https://bit.ly/4c0N2Lt

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For some brands, the idea of baring all on social is enough to make them run a mile. 🏃 But SURREAL and KFC UK & Ireland prove that audiences being able to see right through your brand is no bad thing.🪞 Hot off the press, our midweight creator Georgia Hill covers why it's better to be transparent than authentic in her latest piece for MediaCat, plus her three key pointers for transforming your approach to transparency on social. 👉 Read now: https://lnkd.in/g6WFna3J

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Your sustainability journey as a business is a continuous process of improvement 🌱 This week on “Sláinte to Sustainability” we spoke about our B Corp Certification and insights about ENSO's journey throughout the process 💬 You can listen to it here ⤵️ 🎙️ Spotify: https://lnkd.in/eXEG6nBx 🎙️ Apple Podcasts: https://lnkd.in/eYq_3CpT #sustainability #impact #bcorp #sustainabilitypodcast #sustainablebusiness

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Former BrewDog CEO James Watt has launched Social Tip, an influencer platform that aims to “help turn a brand’s customers into their influencers” because “Gen Z are allergic to anything that looks or feels like marketing...” How does it work? The consumer buys the brand’s product, the consumer posts the brand on social media and then Social Tip issues cash based on reach and engagement. It sounds simple, but the platform will likely come up against a few challenges, namely compliance with UK advertising laws, controls over the use of IP and PR and brand image control. Richard Ferguson explains what the brand should be mindful of from the outset... https://lnkd.in/eNuSF5j3 #advertising #socialmedia #influencers

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🌱🥩 UNILEVER PUTS PLANT-BASED BRAND THE VEGETARIAN BUTCHER ON SALE As it continues to shake up its global food portfolio, Unilever has reportedly put its plant-based meat brand The Vegetarian Butcher up for sale. The consumer goods giant has hired Piper Sandler to run an auction for the sale of the Dutch vegan business, Sky News reported last night. Industry sources speaking to the outlet suggested that “a number of potential buyers” had already been approached for the deal. It comes just six years after Unilever first bought the vegan brand, and is the latest move in Unilever’s bid to streamline its focus on its international megabrands. The Vegetarian Butcher isn’t the only brand on the chopping block. Reuters reported earlier this month that Unilever was looking to sell a number of its Dutch food brands, including Unox and Conimex. The CPG behemoth has also begun demerging its ice cream units in India and Indonesia, and has been mulling a spinoff of its global ice cream division (which includes Ben & Jerry's and Magnum) – though the latter could now be publicly listed instead of being sold privately. But it is surprising that Unilever is choosing to do away with The Vegetarian Butcher when you consider its goal to reach €1.5B in annual sales from “plant-based products in categories that would have traditionally used animal-derived ingredients” by 2025. More information in the full article: https://lnkd.in/edEBxrrn #GreenQueen #altprotein #plantbased #sustainability #futurefood #vegan #foodsystems

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🌍 From de-carbonising out of home, to amplifying giffgaff | Certified B Corp’s campaigns for the planet, working with our fellow B Corp is more than advertising. When you’re working towards a bigger aim, forging partnerships that are a force for good has a meaningful impact. Read our latest article in The Drum 🔗 https://lnkd.in/eWdRawqf

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💫 A big development for grocery packaging in the UK 💫 The tldr on last week’s Extended Producer Responsibility (EPR) announcement and what it means for reusable packaging: 📣 DEFRA announced ‘illustrative’ fees last week 📈 2 to 3+ increase of current tax burdens paid by producers  ⏭ First payments in 2025 🌶 Modulated (eco) fees in 2026 will mean proportionally higher payments for more impactful packaging categories / materials. 💫 Great news for reuse: the biggest step in a packaging revolution, with DEFRA planning a 2025 framework for incentivising reuse, levelling the playing field between single-use and reuse. Read more here: https://lnkd.in/ej2KTbYn And please dive in policy folk to correct any detail you think is missing / out of line here! There's not been much reflection on this here (on Linkedin) and it would be good to hear more views.

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A flood of sage green is taking OVER social right now and a brand known for their unique matcha flavours is the source… Blank Street 🍵 Blank Street’s mission to create a brand that offers high-quality coffee at a lower price than its competitors has been tailored for a new generation, with their focus being on finding their niche and putting customers as a priority in their efforts to build their brand. 👏🏻 Want to level up your customer-focused approach to drive business success, just like Blank Street? Check out our latest article 🚀 https://lnkd.in/eEU8He6D #blankstreet #trending #marketingstrategy

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Doisy & Dam Acquired by Food Thoughts, Strengthening Ethical Confectionery Market UK-based vegan chocolate pioneer DOISY & DAM LIMITED has been acquired by ethical ingredients brand Food Thoughts, which specialises in Fairtrade cocoa and cacao products. The acquisition combines two ethically driven brands with complementary product lines, enabling a broadened ethical plant-based chocolate offering that spans snacking and home baking. This acquisition was motivated by the strategic alignment of the brands’ missions and customer bases. Food Thoughts managing director Mark Gould described Doisy & Dam as a “great tasting, ethical plant-based chocolate” with a loyal following. “Adding Doisy & Dam to our ethical cocoa powder brand provides us with an exciting plant-based chocolate proposition across snacking and home baking”, Gould said. Doisy & Dam’s B-Corp certification, its palm-oil-free ingredients, and its commitment to donating 1% of revenue to the Borneo Orangutan Society underscore its alignment with Food Thoughts’ ethical standards. This marks a new chapter for both brands and will likely boost Food Thoughts’ profile in the fast-growing plant-based and ethical confectionery markets. By leveraging Doisy & Dam’s loyal customer base and plant-based innovations, Food Thoughts can further diversify its product range, making ethical and vegan treats more accessible to UK consumers. As Doisy & Dam joins the ranks of Food Thoughts’ ethically sourced products, consumers can expect an array of options that align with their values, from vegan chocolate snacks to organic baking essentials. Founded in 2012 by Richard Wilkinson and Ed Smith, Doisy & Dam quickly gained popularity for its ethical, plant-based chocolates serving healthier, sustainable alternatives to mainstream favourites. Doisy & Dam’s product line includes D&Ds, Ballers, Good Eggs, and Clusters—plant-based, palm-oil-free treats made with ethically sourced cocoa. Food Thoughts, headquartered in Reading, Berkshire, offers a range of organic cocoa products, including cocoa powder, chocolate chips, and cacao nibs. Founded over 25 years ago as an Oxfam initiative, it helped pioneer the UK’s Fairtrade cocoa movement. The brand, now owned by Mark Gould through Fairtrade Ltd., is known for its commitment to quality, ethical sourcing, and an expanding selection of plant-based offerings, such as chocolate chips made with oats and rice milk. With this acquisition, Food Thoughts is well-positioned to become a key player in the ethical chocolate market, catering to consumers who prioritise health, sustainability, and responsible sourcing in their choices.

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Why did we invest in MOTH Drinks - B Corp™? 🍸 A few weeks ago, we were excited to announce that Beringea led a £4.6m funding round into MOTH, the UK’s leading ready-to-drink (RTD) cocktail brand. Since launching in February 2021, co-founders 🍸 Rob Wallis and Samuel Hunt have turned MOTH into a household name, with one of its cocktails now sold every seven seconds. With this latest funding, MOTH is ready to shake up the cocktail scene in the US, just as it has in the UK. But before we talk about what’s next, let’s take a step back and reflect on the reasons we believe MOTH is a trailblazing company. Jodie Miller, Investment Manager at Beringea, who led the deal alongside Harry Thomas, Portfolio Director, has pulled together an article that dives into the key reasons behind our decision to back MOTH. Check it out below to learn more about why we believe MOTH is set to be a game-changer 👇 #vc #fundinground #consumer #RTD 

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🤐 🍫 When silence speaks louder: the campaign that made us pause Marketing isn’t always just about selling – sometimes, it’s about using your platform to make a difference. Cadbury’s Donate Your Words campaign did exactly that, by taking an unexpected approach: they removed all the words from their iconic Dairy Milk packaging. The reason? To highlight a serious issue: over 1.4 million older people in the UK experience chronic loneliness, going days or even weeks without meaningful conversation. This campaign didn’t just stop at silent packaging. Cadbury shared moving stories of elderly individuals inviting us to “Ask Me Anything,” reminding us of the powerful impact of human connection. This raises a critical question for businesses today: do brands have a responsibility to address social issues? When companies step up and align their platforms with purpose, the ripple effect can be profound – for both their reputation and the causes they support. Should more brands take a stand on societal challenges like loneliness? Does it change the way you see them or influence your decisions as a consumer? #MarketingWithPurpose #DonateYourWords #Cadbury #AgeUK #SocialImpact #CorporateResponsibility #AlphaMarketingInsights

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Ever wondered how some brands manage to capture the world's attention with a single, bold move? Check out our latest blog where we dive into the creative genius behind some of the best UK brand stunts, including Greggs' Vegan Sausage Roll and Cadbury's Drumming Gorilla. We discuss what made these stunts so successful and the impressive results they achieved. What's your favourite PR stunt of all time? Share in the comments below! #PRStunts #MarketingMagic #BrandVisibility #UKBrands #CreativeMarketing

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In the fast-changing world of food and drinks, some UK brands are really standing out. These 'Fast 50' brands are growing super quickly and are great at keeping up with what customers want. When we look closer at why they're doing so well, we see that a mix of changes in society, new technology, and how people shop and eat is pushing them forward. The Grocer takes a closer look at what's behind their success and what it means for the future of food in the UK. https://bit.ly/3wyaAaG

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Your Instagram feed shouldn’t be an overkill of product photography. 🤳 In fact, you can curate your brand’s feed to feel consistent with your branding, while adding value to your audience’s feed. Lucky Saint | B Corp™ is a prime example of this. We’ve been loving their Instagram this year and this is why: 🍻 Lifestyle-centric content: Lucky Saint goes beyond just showcasing their delicious alc-free beer. They share moments, activities, and experiences that their audience can relate to and aspire to. 🍻 Engaging storytelling: Each post feels like part of a chapter in a larger narrative, creating a compelling story that keeps the audience coming back for more. They highlight how their beer fits into their audience’s lifestyle without being overly salesy. 🍻 Focusing on the top-of-funnel: By focusing on lifestyle content, they attract potential customers at the top of the funnel. They create an emotional connection and brand affinity before even introducing the product and its USPs. Lucky Saint’s Instagram is a masterclass in how to build a brand presence that is not only about the product but about creating a world where the product belongs. What brands have you been loving on Instagram? Let us know! If you love a bit of marketing inspiration. Sign up for our newsletter brand-hackers.co/ 🗞️

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When are green vegetables not green vegetables? Not a joke, but a genuine consideration made recently by the ASA They've just banned another (!) ad from Huel. The ad, shown on Instagram, claimed the brand's new green supplement was “equally good, or in my eyes better” than other “greens” whilst also being cheaper... for very obvious reasons, they found this to be a false claim. Why are Huel doing this? Some thoughts: ➡ UPF: The debate on UPFs is heating up. Creating a lot of noise and aligning the brand with nutrition-led influencers (and vegetables) might be a smart move to take the sting out of the pressure they may be, or soon might be, feeling. ➡ Entrepreneurial spirit: Huel is a big, but young brand. Beg for forgiveness instead of asking for permission? ➡ PR: This probably links to point 1, but is this a case of all PR being good PR? Overall, I think the brand forgot the number 1 rule — you are not the customer. Just because you know what you mean, it doesn't mean your customer does. What do you think?

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✨ Food Matters Live 2024 - Manchester ✨ Over the past two days, I attended Food Matters Live, a great event that shed light on the key challenges in making food and beverage production more sustainable. 1. Regenerative agriculture 🚜 was the central topic of many discussions, but one thing became clear: there’s no agreed-upon definition yet. 2. Real change starts within farming communities 🧑‍🌾. They don't want someone on a suit telling them how to produce. Farmers inspire other farmers when they demonstrate that adopting practices to boost biodiversity and reduce carbon footprint can also improve profitability. 3. Connecting corporations with local producers and committing to targets🎯 like the Science Based Targets initiative are critical steps for driving industry-wide change. However, while companies are capable of monitor and mitigate internal emissions (Scope 1 & 2), scaling Scope 3 emissions tracking remains a challenge. Collaborating with external software providers is proving to be a key solution. A huge thank you to the organisation and the leaders driving the sustainable transition in our industry, for sharing their insights!

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