Brand Tone

Ethical & Committed, Resilient & Passionate, Community-Focused & Caring, Informative & Empowering, Quality-Conscious

Brand Values

• •Sustainability
• •Ethical Practices
• •Quality
• •Accessibility & Empowerment
• •Community
• •Transparency
• •Resilience & Progress

Best Practices

• •Prioritize Value-Driven Language: Always weave in core values like "sustainability," "ethical," "organic," "quality," and "community" naturally within the copy. Ensure messages reflect the "Good for you. Good for the planet" ethos.
• •Be Authentic and Transparent: Share the Wholegood story, including challenges and triumphs (like the recent restructuring). This builds trust and reinforces the brand's resilience and commitment. Highlight efforts like "wonky produce" initiatives and waste reduction.
• •Maintain an Empowering and Positive Voice: While acknowledging challenges, the overall tone should be hopeful and focused on solutions and positive impact. Frame choices as empowering for the consumer and beneficial for the wider world.
• •Show, Don't Just Tell: Instead of just saying "we're sustainable," provide concrete examples like the solar panels, electric vehicle fleet, home compostable packaging, and partnership with City Harvest.
• •Ensure Consistency Across All Channels: Whether it's a website update, an Instagram caption, a LinkedIn post, or customer service communication, the core messages of ethical practices, quality, and sustainability should be consistent in tone and language. Develop a simple style guide if needed.

Social Perception

Positive for Quality and Ethics, Supportive Work Environment, Respected for Mission, Valued Partner

Copy Examples

• •Headline: Rooted in Goodness. Grown for the Future. Body: From a single van to your vital supplier, Wholegood has always been about more than just produce. We're about passion, progress, and a promise: to bring you the freshest organic food that’s kinder to the planet and fairer to our farmers. Choose Wholegood, choose a healthier tomorrow.
• •Social Media Post (Instagram - with an image of vibrant, imperfect vegetables): Caption: Perfectly imperfect. 🌱 Our 'wonky' range isn't just about saving delicious, nutritious veg from waste; it's about embracing nature in all its glorious forms. Good for your plate, great for the planet. #Wholegood #Organic #Sustainability #WonkyVeg #EatTheWholeHarvest
• •Website Banner: Good for You. Good for the Planet. Good for a Fairer Food Future. Sub-text: We’re committed to ethical sourcing, zero waste, and empowering you with the best organic choices. Discover the Wholegood difference.
• •Email Marketing Snippet (to a wholesale customer): Subject: Partner with Purpose: Fresh, Ethical, Sustainable. Body: At Wholegood, we’re not just suppliers; we’re your partners in sustainability. We ensure every delivery of our high-quality organic produce reflects our shared commitment to a healthier planet and a more equitable food system. Let’s grow together.
• •LinkedIn Company Update: Text: Fuelled by passion and a commitment to progress, Wholegood continues its journey to make sustainable eating easier. We're dedicated to supporting our growers, reducing our environmental impact, and providing exceptional organic produce. #Wholegood #OrganicWholesale #Sustainability #EthicalFood