LEAF (Linking Environment And Farming), the leading organisation delivering sustainable food and farming, has appointed Ceres to deliver a three year trade and consumer PR campaign, following a competitive pitch.
Ceres, will continue to promote LEAF’s Open Farm Sunday, which it has worked on since its launch seven years ago. It will also provide year round PR support for LEAF to reach the food and farming industry.
Open Farm Sunday is recognised as the farming industry’s flagship open day, attracting nearly one million visitors to farms across the UK since its launch in 2006. Ceres will work with LEAF to continue to build on the event’s success, driving further visitors, encouraging more farms to open and extending industry support. In addition to positioning Open Farm Sunday as an opportunity for the public to discover more about how their food is produced, Ceres will be highlighting the vital work farmers do to care for the environment and the positive impact this has on what we eat.
The PR activity for LEAF will highlight LEAF’s role as the leading organisation delivering sustainable food and farming. The campaign will engage with farmers and the wider food industry to position LEAF as the ‘Sustainable Choice’ – helping farmers to farm more sustainably, offering a way for companies to demonstrate their environmental commitment and increasing the availability of sustainably produced food.
Caroline Drummond, chief executive of LEAF said: “We are delighted to be continuing to work with Ceres. They have helped us establish Open Farm Sunday as the high profile campaign it is today and I am sure that, together, we can take it to new heights. The importance of sustainable food production at home and abroad is now more important than ever and LEAF is able to deliver real benefits to the food and farming industry. I am therefore looking forward to continuing to work with Ceres to further raise awareness of the benefits LEAF offers in delivering a more sustainable approach to agriculture.”
Jennifer John, managing director, Ceres, who will lead the campaign added: “Sustainability is a vast and complex issue and the PR campaign will focus on giving LEAF a clear voice in this area and demonstrating its expertise. Although the public is starting to engage more with where its food comes from, there is still a long way to go. LEAF’s Open Farm Sunday is an excellent opportunity to help connect the public with the story behind their food and give them a greater understanding of what sustainability means.”