A note in our veg box this morning made me think about the importance of authenticity in branding. We have been enjoying Riverford‘s organic fruit, veg and meat box deliveries weekly for about six years. The Riverford newsletter, written by founder Guy Watson, who started delivering veggie boxes locally to friends in Devon nearly 25 years ago, rings of true knowledge of farming, unpredictable weather and crops, and large supermarkets’ policies. And though Riverford works on a franchise scheme, it’s as far away from the typical franchise idea as you can imagine. Definitely no golden arches in sight!
We know our local vegman, Tim, who if memory serves correctly worked in a similar field (no pun intended) to ours before opting for a more fruit-and-veg-directed life. All to explain why this friendly note about the mini cucumbers being out of stock put a smile on my face on a grey drizzly morning.
If you’d like to read an excellent book on authenticity by David Boyle, check it out here.
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The Old Bakery, 90 Camden Road
Tunbridge Wells TN1 2QP