Packington Pork, Packington Chicken and Packington Cockerel, the award winning free-range brands from Mercer Farming based in Barton-Under-Needwood in Staffordshire, will rebrand all its operations under one banner, Packington Free Range, this autumn.
Joint farm owner Rob Mercer, explains the reasoning behind the rebrand, “We recognised that whether it’s our pigs or poultry, we have the same ethics and values in the way we rear and treat our animals. Both sides of the business also have a strong focus on customer services – we are one of very few producers that undertake the whole process from rearing the animals to delivering the end product ourselves. Moreover, the team that does this are the same people our customers can talk to on a day-to-day basis, which we feel is incredibly important. In short, our customers don’t see the two businesses as separate entities and therefore we decided to create one strong brand that brings all elements of the business together.”
The re-brand encompasses a new contemporary oak leaf design logo, replacing the individual pig, chicken and cockerel graphics, and will be used on all materials, from stationery to vehicles. In addition the company is launching a new, up to date website. Recognising that consumers are becoming far more interested in the source of their meat the website aims to provide information that is useful for both trade customers and the general public.
The website www.packingtonfreerange.co.uk, includes an overview of the farm’s high standard of animal welfare, now recognised by high profile awards from the RSPCA and Compassion in World Food; the history of the Mercer family who have been farming the land in Barton-under-Needwood since the 1930s; as well as contemporary recipe ideas, news and stockist information.
Co-owner Alec Mercer said, “We have chosen a design for our new brand which we think celebrates our passion for the land and nature, and which has elements of both our heritage as well as more contemporary cues. This partnership of the ‘old and the new’ also reflects our farming techniques, respecting some of the more traditional methods while harnessing the best of modern technology to bring our customers the very best produce possible.”
The re-brand and new website was designed by Staffordshire based brand design consultants StudioDM and will be launched this autumn to coincide with a consumer PR campaign.
For trade enquiries on Packington Free Range contact Business Development Manager Andrew Wardle on 01283 711547 or email [email protected]
