BY MARTIN HAMILTON
FOUNDER AND MANAGING DIRECTOR, MASH DIRECT
Britain is lucky to enjoy an envious reputation abroad with the demand for British products continually rising. Food and drink is a main driver of this, with British produce now being enjoyed in over 150 countries worldwide and 2,500 companies successfully selling home-grown food overseas. This is something to be celebrated and something that more businesses should take note of. British brands should take advantage of their heritage and capitalise on opportunities overseas.
With Mash Direct, promoting the provenance of our produce is key to our international presence. That being said we’ve learnt along the way that there’s no “one size fits all” approach when it comes to promoting these products overseas. As a result we’ve put together some top tips for promoting home-grown produce both in the UK and internationally.
Provenance is becoming increasingly important around the world. For consumers in overseas markets, products with British heritage are highly desired. Businesses need to make the most of this and ensure that they are therefore emphasising their provenance to the best of their ability. As a sixth-generation farming business, our brand has a strong heritage for us to build on and share. For new brands this is harder, but it’s an excellent opportunity for you to tell your story as you grow and mark your place in the market. If you’re a brand looking to capitalise on “brand Britain”, go back through the history books and rediscover your heritage.
While, for some brands, adding the Union Jack flag or a “made in the UK” label to products can garner appeal, this might not necessarily be the best path to take for your brand. Depending on where your products are most revered, consumers may also respond well to a more subtle approach. Taking a wider look at your whole brand is a good place to start. The font you use or the tone of voice can all combine to help communicate its provenance. With Mash Direct, we use imagery of our farm and of the produce to help appeal to new international customers. Our iconic red tractor also lends itself to positioning our products as homemade, with a clear sense of British heritage.
Define your wider strategy
Positioning your product on the global stage is no mean feat. New brands are launching every day and so assessing your wider marketing strategy is really beneficial. As well as communicating your provenance through your branding, to really make an impact in a particular market, localising other areas of your marketing could be key. The media landscape varies across the world. If you’re looking to advertise, be mindful when translating that it has the same meaning in each country and your values shine through. You’ll then be on the road to success.
Promoting your products in the right way can take time, but it’s worthwhile and can open up countless opportunities. British brands are desired globally and so tapping into this can help better position your product in new markets. With heritage and provenance proving more and more important to the conscious shopper, leaning on British roots will really help your business grow. Don’t miss this trick.
© FoodBev Media Ltd 2018