Brand Tone

down-to-earth, trustworthy, and expert

Brand Values

• •Quality
• •Family & Heritage
• •Local & Community-Oriented
• •Expertise & Experience
• •Reliability

Best Practices

• •Lead with 'Quality' and 'Heritage': Every piece of copy should, where possible, tie back to the core values of quality and family tradition. Use phrases like "A family tradition of quality" or "Grown with generations of expertise."
• •Use a "Straight-Talking" Voice: Avoid overly corporate or elaborate marketing jargon. Keep sentences clear, direct, and honest. The tone should reflect a conversation with a trusted local farmer, not a large corporation.
• •Emphasize the "Why" - Marlborough: Consistently mention Marlborough as the location of origin. This grounds the brand in a specific, respected agricultural region and reinforces the "local" value.
• •Show, Don't Just Tell: Instead of just saying "high-quality," explain what that means. Talk about using your own seed, the hands-on harvesting process, and the family's direct involvement.
• •Maintain a Consistent Narrative: Ensure that the story of the two brothers, the family history, and the commitment to the community is woven throughout all communication channels, from the website to any future social media or advertising.

Social Perception

Based on the available information, Garlico is perceived as a well-established, reputable, and significant player in New Zealand's horticulture sector. They are seen as a reliable source of high-quality, locally grown garlic and shallots. The articles about the business portray them as hardworking, knowledgeable, and successful family farmers who are integral to the national food supply. The increase in demand during the pandemic indicates a consumer trust in their products for home cooking and health. The lack of a significant social media footprint or extensive customer reviews means their perception is largely shaped by their own website and media coverage, which is uniformly positive.

Copy Examples

• •From our family farm to your family table. Experience the taste of genuine Marlborough garlic, grown with passion for over 50 years.
• •It all starts with the soil. Our garlic is grown in the fertile lands of Marlborough, nurtured by second-generation farmers who know a thing or two about quality. Straightforward, flavorful, and packed with goodness. Just as it should be.
• •We’re Alan and Robert. We’re brothers, farmers, and garlic lovers. For us, it’s simple: grow the best garlic possible. No fuss, no shortcuts. Just hard work and a commitment to the land we call home. That’s the Garlico promise.
• •Harvest day. A culmination of months of hard work and a little help from the Marlborough sun. This is where quality begins. #GarlicoNZ #NZGrown #Marlborough
• •Tired of bland? Taste the difference real, locally grown garlic makes. Garlico: The heart of flavorful cooking for generations of Kiwis.