Leveraging Your Certifiable Success
In the food, fiber and agriculture industry, the presence of certifications and sustainability reports is only growing. Transparency about processes and practices is what sets companies apart from one another—especially in a landscape characterized by ever-changing expectations.
When businesses decide to invest in a certification—and we mean really invest the time and money it takes to earn one—they’re setting expectations for their brand and their operational practices. Popular certifications, such as US Farmed, ROC and CCOF, are covenants for businesses, proving to buyers exactly what their priorities are.
As shared at Expo West’s Climate Day, consumers make decisions based on four things: taste, convenience, price and sustainability. And although some might argue that sustainability is a distant fourth, it’s a factor that will only continue to rise in significance. We’ve all heard that consumers vote with their dollar—and today, they’re looking to put their dollar toward companies with values that align with their own.
This is why defining your brand identity is paramount. To us, a strong food and ag business is one that’s ready to tell their authentic story in order to showcase what makes their mission special. One of the best ways to achieve this storytelling is through multi-channel marketing that uses certifications and reports to support a business’s unique POV. If you’re looking to find alignment with an audience that values transparency now more than ever, sharing boldly—and strategically—is a non-negotiable.
Certifications and reports carry more weight with context. Consumers want to hear the why behind these often data-heavy signposts; without that narrative structure, these feats can feel hollow instead of symbolic. Businesses can leverage certifications and ESG reports to highlight brand value alignment with consumers—and with that authentic storytelling, we know that their hard work will be rewarded.
We’re not convinced that consumers want to keep hearing about sustainability from CEOs, news outlets and Fortune 500 companies. They want to hear from those whose stories so often go untold. To us, food and ag businesses could benefit the most from spotlighting the work that their growers, food scientists and packers do every day. From patented seed development to water conservation practices, there are countless ways for food and ag businesses to showcase their unique sustainability initiatives. And who better to share these initiatives than those putting them into practice? If more businesses stepped outside of their comfort zone—making POVs from other members of the supply chain mainstream—consumers would feel far more connected to whom they’re buying from.
Looking through the lens of marketing and public relations, we’ve noticed that creating cross-promotion opportunities with like-minded brands can also help a business’s certifications and reports stand out. Especially for brands attempting to redefine their identity, establishing a connection to businesses with similar values can offer some support. Brand loyalty is a powerful tool. When consumers trust one business, they’re more likely to trust any other brand that they’re associated with. Leveraging brand loyalty through thoughtful cross-promotion is what solidifies a strong consumer base, building a network of consumers defined by their shared values.
Part of our mission at Noble West is to find new ways to honor the work that businesses do to build a brighter future for the food system. We know that in the ever-evolving food and ag industry, earnest efforts to become more sustainable often feel as if they go unnoticed. But we see you—and we’re committed to helping you highlight your certifications and reports in order to tell your story with pride.
