Farm Product Branding

Cheese for sale in Devizes market, Wiltshire. So why do people therE buy Lancashire chees, rather than just “cheese”?

Developing a brand can generate not just loyalty but higher margins.. So, how can a farmer go about branding?  Well, his or her own name is a start.  The problem there is that it takes a long time to get the word known and usually costs significant resource, too.  One step easier is to use the farm name, but again, time and resource are involved in creating memorable images in enough individual minds is a problem.  One step easier is to use a place name that is easily identified.  One successful example of this is cheeses; Cheddar, Wensleydale, Cheshire and many more.  Choosing a name which is easily identified adds familiarity and that is part of developing and recognising trust.

Bill Butterworth, Land Research Ltd, 1 May 2017