Doves Farm has revealed the results of its £3m rebranding.
The gluten free food producer has unveiled FREEE by Doves Farm, the new home of its free from range.
FREEE by Doves Farm offers consumers a clear distinction between the two core pillars of the business; the traditional organic, wheat containing products, and the gluten free and free from range under the new brand name FREEE. Each area of the business has its own dedicated staff and separate production facilities.
While the products have not been re-formulated, the introduction of FREEE by Doves Farm incorporates a new brand name and logo, which conveys the feeling of freedom to choose natural food without worrying about allergens, such as gluten. Alongside this will sit a brand new website.
Commenting on the launch, co-founder of Doves Farm, Clare Marriage, said: “We felt it was time to clearly define the two pillars of our business and invest in giving our free from range its own home. Our new logo incorporates an additional bouncing ‘e’ in FREEE that offers a sense of feeling free again.
“FREEE by Doves Farm believes in choosing naturally gluten free raw materials, for example, we would never use HPMC (hydroxypropyl methylcellulose). We do this by offering great products that never compromise on taste and are all clearly labelled for the consumer.”
FREEE by Doves Farm features 65 products, including flour, pasta, breakfast cereals, cookies and flapjacks, with two new products added to the range; Gluten Free White Bread Mix and Gluten Free Pizza Base Mix.
Weleda’s Jardin de Vie fragrances have scooped a top eco beauty award.
The 2017 CEW Beauty Awards – considered the Oscars of the beauty industry – saw Weleda win one of the prestigious Lalique trophies at the awards presentation, scooping the CEW Eco Beauty Award for its Jardin de Vie (Garden of Life) collection.
The objective of the CEW Eco Award is to encourage steps towards greater sustainability within the beauty industry.
Weleda’s Communications Director, Susie Fairgrieve, commented: “We are absolutely thrilled. Sustainability is at the heart of the Weleda business. It shapes not just new product development but each and every day-to-day decision within the business. It demands real commitment, and patience, as it takes time to develop organic farming partnerships, to raise crops, or to design more sustainable packaging.”
The worker’s co-operative, Suma, has been awarded the prestigious Queen’s Award for Enterprise in the International Trade category.
The Queen’s Awards are amongst the most prestigious awards in the UK, designed to celebrate outstanding achievements in business.
And as its marks 40 years in business in 2017, Suma has been recognised for strong, continued growth in international sales, as well as its co-operative ethos and great employment benefits, such as equal pay for all workers and flexible working.
Suma, an ethical wholefood wholesaler located near Halifax, in West Yorkshire, serves both the UK and export market with a range that extends to more than 7,000 lines of ambient, chilled and frozen goods. With a growing workforce of more than 250 people, the business contributes to local employment in the Calderdale area and brings many benefits to the local economy, such as providing £2,500 worth of food to support the victims of the Boxing Day floods that struck the area on Boxing Day 2015.
Stephen Newton, a member of Suma’s International Sales Team, commented: “We’re really thrilled at the amazing growth of our international sales, and that we can make delicious, ethical vegetarian food available to a wider audience. By winning this award, we’re proud to prove that our local business can hold its own against the big players in international trade.”
Organic & Natural Business magazine