Brand Tone

Supportive, Community-focused, Informative, Educational, Positive, Encouraging, and Approachable (on social media)

Brand Values

• •Sustainability
• •Community
• •Local Support
• •Education & Information
• •Farmer Well-being
• •Leadership & Integrity

Best Practices

• •Always Circle Back to 'Farms and Food Forever': Ensure copy, where appropriate, subtly or overtly links back to the OFA's core mission of ensuring the longevity and prosperity of farming and food production in Ontario.
• •Speak from a Position of 'Trusted Advocacy': Even for merchandise, the underlying message should convey that purchasing is a form of support for the OFA's larger goals and its role as a trusted advocate for farmers.
• •Highlight how the store and its products contribute to the well-being and strength of the Ontario farming community.
• •Educate and Inform Subtly: While the primary goal of store copy is to sell, weave in small educational points about the importance of agriculture, local sourcing, or specific OFA initiatives when relevant (e.g., the wellness collection).
• •Use an approachable tone on social media to engage effectively with the community, while maintaining an authoritative voice when discussing policy and advocacy.

Social Perception

Respected Advocate, Resource Hub, Champion of 'Buy Local', Guardian of Farmland, Community Builder

Copy Examples

• •Supporting Ontario's farmers, ensuring Farms and Food Forever. Learn more about our initiatives at OFA.on.ca.
• •Buy Local, Support Local: Choose Ontario farm products and invest in your community.
• •Join the OFA in advocating for policies that protect farmland and promote a sustainable agricultural sector.
• •Making Wellness Matter Collection: Proceeds from this collection support mental health initiatives for farmers.
• •OFA: Your trusted voice for Ontario's farmers at all levels of government. Farms and Food Forever.