UK Organic Food Producer Yeo Valley Expands Marketing Presence

In an effort to increase name recognition, perceptions of accessibility, and sales, the UK’s Yeo Valley has developed a £5m multi-media strategy to reach a range of consumers through television and online. As consumer issues over the higher prices of organic food dampen demand, Yeo Valley wants to change buyers’ views and present a less-serious, family-owned business that has its roots in the West Country. Through its first television ads, new website, and social media campaigns on Twitter, Facebook and YouTube, Yeo Valley invites prospective buyers into its farm operation and environment, through video-heavy experiences and accompanying music, stressing openness and “really shouting about our sustainably produced, quality organic food,” according to a company spokesman. The first screening of Yeo Valley’s Live in Harmony campaign occurs in early October.