Brand Tone

Authentic Community Champion. It is friendly, wholesome, and community-focused. The language used is welcoming, informative, and proud of its local roots. It's approachable ("pop in and say hello") yet professional, conveying expertise through its emphasis on the quality and provenance of its products. There is an educational element, as they enjoy sharing the stories of their suppliers and their own farming practices.

Brand Values

• •Community & Local Support
• •Quality & Provenance
• •Family & Tradition
• •Sustainability & Animal Welfare
• •Authentic Experience

Best Practices

• •Always Lead with "Local": Make "local," "home-reared," and "community" the heroes of your narrative. Whether talking about a sausage or a scone, connect it back to its local provenance.
• •Tell Supplier Stories: Regularly feature your suppliers. A short bio, a quote, or a picture from their farm builds a network of trust and reinforces your commitment to the local economy.
• •Use Welcoming and Inclusive Language: Employ words like "our," "we," "your," and "together." Use friendly calls to action like "Pop in," "Come and see," and "Join us" to create a sense of belonging.
• •Emphasize Quality and Freshness: Use descriptive and sensory words (e.g., "vibrant," "freshly baked," "hearty," "delicious") to convey the high quality of the products without simply saying "high quality."
• •Maintain a Consistent Visual Identity: Ensure that your photography and videography always reflect the brand values: authentic, high-quality, natural, and community-oriented. High-quality visuals are essential to commanding a premium perception.

Social Perception

The public perceives Tortworth Estate Farm Shop as a premium, trustworthy, and pleasant destination. It is seen as a "fantastic place" that is more than just a shop—it's a community hub and a worthwhile outing. Customers view it as a reliable source for high-quality, local food that is superior to supermarket offerings. The café is a significant draw, often praised for its good food and lovely atmosphere, making the entire location a destination for brunch, lunch, or afternoon tea. While some note it can be a bit expensive, the general consensus is that the quality justifies the price. The brand is seen as an integral and positive part of the local community and the wider Tortworth Estate.

Copy Examples

• •Just look at that colour! 😍 We're so proud to stock these incredible heirloom tomatoes, grown just down the road by the wonderful team at Leaf & Ground. Supporting our fellow local producers is what we're all about, and when their produce tastes *this* good, it's a joy. Pop in and grab some for the perfect summer salad. #SupportLocal #GloucestershireFood #FarmShop #TortworthEstate #HeirloomTomatoes
• •Planning a Sunday roast? Our master butchers have you covered. Our own home-reared, grass-finished beef is the star of the show this week. With full provenance from our family farm to your table, you can taste the quality and care in every bite. Come and have a chat with our team for the perfect cut and cooking tips! #TortworthButchers #FarmToTable #SundayRoast #KnowYourFarmer
• •Your table with a view awaits. The Farmer's Table café serves delicious, homemade meals and cakes using the freshest ingredients from our shop and local suppliers. Escape the everyday and treat yourself. [Book a Table]
• •Hi [Name], Let's celebrate the bounty of the season together! We're hosting our Annual Harvest Celebration, a day of fun for the whole family with producer tastings, kids' activities, and a chance to meet the farmers who grow your food. It's our way of saying thank you to this amazing community. Mark your calendar for [Date] and join us for a taste of Tortworth.
• •The smell of fresh pies is filling the shop this morning! Which is your favourite? [Steak & Ale] or [Chicken & Mushroom]