Brand Tone

Hopeful and Optimistic, Educational and Informative, Passionate and Mission-Driven, Community-Oriented and Collaborative, Approachable and Engaging, Innovative and Pioneering

Brand Values

• •Sustainability
• •Environmental Stewardship
• •Health and Nutrition
• •Innovation and Research
• •Community and Collaboration
• •Transparency and Education
• •Quality
• •Climate Action

Best Practices

• •Lead with Hope and Purpose: Frame all communication around the positive impact of perennial agriculture and the collective journey towards a better food system. Emphasize solutions and the power of consumer choice.
• •Educate and Empower: Consistently provide clear, accessible information about Kernza®, regenerative farming, and the environmental benefits. Avoid jargon where possible, or explain it simply. Empower consumers by showing them how their choices contribute to positive change.
• •Be Authentic and Passionate: Let the genuine commitment to the mission shine through in all copy. Share stories of the farmers, the land, and the community. Use enthusiastic and sincere language.
• •Foster Community and Collaboration: Use inclusive language ("we," "us," "together"). Highlight partnerships and invite participation through CSAs, feedback, and sharing experiences. Make customers feel like they are part of the Perennial Pantry movement.
• •Stay Rooted in Nature and Science: While hopeful, ensure claims are backed by the science of perennial grains and regenerative agriculture. Use imagery and descriptions that connect consumers to the earth and the natural processes involved.

Social Perception

Innovative Leader, Environmentally Conscious, Advocate for Change, Provider of Healthy, Unique Foods, Community-Focused, Slightly Premium/Niche

Copy Examples

• •Headline: Taste the Future. Heal the Planet. Body: Introducing Perennial Pantry's Kernza® pasta. Made from a revolutionary perennial grain, each delicious bite helps build healthier soil, cleaner water, and a more hopeful tomorrow. Good for you, great for the Earth. Call to Action: Shop Climate-Positive Foods.
• •Headline: Join the Perennial Revolution! Body: Tired of food that takes more than it gives? Our Kernza® flour isn't just for baking; it's a statement. Its deep roots sequester carbon and revitalize our farmland. Bake the change you want to see. Call to Action: Discover Kernza® Recipes & Make a Difference.
• •Headline: From Our Fields, To Your Pantry, For Our Planet. Body: At Perennial Pantry, we’re more than just food producers; we’re part of a movement. Our monthly CSA box brings you the best of perennial agriculture – unique grains, tasty snacks, and the story of a food system that nurtures the Earth. Call to Action: Subscribe to a Healthier Future.
• •Headline: Small Grain, Big Impact. Body: Ever thought your pancake breakfast could combat climate change? With Perennial Pantry's Kernza® Pancake Mix, it can! This amazing grain works hard for the planet, so you can enjoy a delicious, guilt-free start to your day. Nutty, nutritious, and nature-approved. Call to Action: Flip for a Better World – Try Kernza® Pancakes!
• •Headline: Dig Deeper Than Your Average Grain. Body: Kernza®, the heart of Perennial Pantry products, boasts 10-foot roots that enrich soil and protect water. It’s a testament to how food can be truly regenerative. Explore our range of Kernza® grains, flours, and snacks and become a part of the solution. Call to Action: Eat Perennially. Live Sustainably.