Brand Tone

Earnest, ethical, and community-focused. The language used is transparent, passionate, and educational. It is personal and mission-driven, often highlighting the stories of producer partners, conveying a sense of "dignity through trade."

Brand Values

• •Fair Trade & Justice
• •Partnership & Respect
• •Impact & Empowerment
• •Quality & Ethics
• •Sustainability

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Don't just sell jam; sell the story of the community that benefits from its sale. Frame every piece of copy around the "true impact at origin."
• •Use Storytelling to Humanize: Feature the producers by name, share their stories, and use their own words when possible. This reinforces the values of partnership and respect, moving the focus from charity to empowerment.
• •Be Transparent and Earnest: Use clear, honest language. When discussing issues like the product recall, maintain a direct and transparent tone. This builds trust and reinforces the brand's integrity.
• •Educate, Don't Preach: Inform your audience about the principles of fair trade and the impact of their purchases without being condescending. The goal is to invite them to be part of the solution.
• •Ensure Visuals Match the Voice: Use authentic images and videos of the producers, farms, and communities. Avoid overly slick, corporate marketing visuals. The aesthetic should feel as genuine, warm, and grounded as the copy itself.

Social Perception

The public perceives True Origin (UK) as a genuine and committed fair-trade organization, a social enterprise with a clear, positive mission. Customers are motivated by a desire to support ethical consumption and make a positive difference, viewing the brand as a trustworthy source for high-quality, ethical products, well-respected within the fair-trade community.

Copy Examples

• •More than just a meal. Every grain of our award-winning Kilombero Rice tells a story of empowerment. Your purchase provides a sustainable income for farmers in Malawi, helping them invest in their families, their communities, and their future. Taste the impact of fair trade.
• •Meet Grace. She used to walk miles for firewood. Now, with support from initiatives you help fund, she's turning waste rice husks into sustainable fuel. This is the true impact of your choices. This is dignity through trade. #TrueOrigin #FairTrade #SustainableLiving
• •Food that tastes good, and does good. From sweet jams made in Eswatini to rich sauces from our partners in Africa, every product we sell is a promise kept—a promise of fairness, quality, and a better world. Shop our story.
• •This month, we're celebrating our partnership with Meru Herbs in Kenya. For over 15 years, our connection has helped them flourish, bringing you delicious jams and sauces while ensuring their community thrives. See what you've helped build and discover the vibrant flavors of their hard work.
• •Sourced in partnership with Zaytoun, this exceptional Palestinian olive oil represents more than just flavor. It's a symbol of resilience. By choosing this product, you are directly supporting Palestinian farmers and helping to sustain their livelihoods in the most challenging of circumstances. Every drop does good.