Brand Tone

Passionate & Committed, Educational & Informative, Trustworthy & Transparent, Community-Oriented & Supportive, Healthy & Natural, Approachable & Friendly

Brand Values

• •Sustainability
• •Health & Wellbeing
• •Fair Trade & Local Economy Support
• •Animal Welfare
• •Tradition & Heritage
• •Quality
• •Transparency

Best Practices

• •Anchor in Your Values: Always circle back to El Buen Campo's core values: sustainability, health, fair trade, animal welfare, tradition, quality, and transparency. Let these guide the message.
• •Educate, Don't Just Sell: Frame product benefits within the larger context of health, environmental responsibility, and community support. Explain the "why" behind organic and agroecological.
• •Use Authentic & Passionate Language: Let the genuine care for the land, animals, and community shine through. Avoid overly corporate or generic marketing speak. Words like "nourish," "cultivate," "heritage," "conscious," and "community" fit well.
• •Show, Don't Just Tell: Use storytelling and vivid descriptions. Talk about the farmers, the ranch, the chinampas, and the journey of the food. Visuals on social media should reinforce this.
• •Maintain a Consistent Voice Across Platforms: Whether it's a website FAQ, an Instagram caption, or a customer service email, the tone should remain consistently informative, friendly, and committed to the brand's principles. Develop a simple style guide if multiple people are creating content.

Social Perception

Positive Recognition, Advocates for Change, Trustworthy Source, Community Builder, Premium Offering

Copy Examples

• •Headline (Website/Social Media): "Taste the Difference Tradition Makes. Our organic, free-range meats are raised with respect on local pastures, brought directly to your table. Because you deserve food that’s as honest as the land it comes from."
• •Instagram Post: "Sunrise over our chinampas in Xochimilco. This isn't just farming; it's a commitment to regenerative agriculture, preserving ancient techniques to bring you the freshest, most flavorful agroecological produce. Every bite supports a healthier planet and our dedicated local farmers. #ElBuenCampo #SustainableFarming #SupportLocalMX"
• •Product Description (for organic beef): "Our Sonora grass-fed beef is more than just meat; it's a promise. Raised without hormones or antibiotics, roaming freely on lush pastures. Experience the rich flavor and tender texture that only comes from cattle nurtured by nature and ethical practices. Good for you, good for the animals, good for the Earth."
• •Email Newsletter Snippet: "Did you know? 'Libre pastoreo' (free-range) means our animals live happier, healthier lives, which translates to more nutritious and flavorful food for your family. At El Buen Campo, we believe in transparency from farm to fork. Learn more about our commitment to animal welfare on our blog!"
• •Facebook Ad: "Tired of wondering what's really in your food? At El Buen Campo, we partner with Mexican producers practicing sustainable and fair trade agriculture. Get your weekly basket of fresh, organic goodness delivered. Eat well, live well, and support a food system that cares."