Backing Britain’s Natural Products Trade Campaign

WHAT IS IT? and HOW DO I GET INVOLVED?

A New Industry-wide Initiative from

Backing Britain’s Natural Products Trade.

What’s The Big Idea?

Coming back after the Christmas break, the Natural Products team gathered around the meeting table for our first publishing meeting of the year.  And, not surprising, like any other serious business in the country, the discussing soon turned to how we respond to the challenging headlines dominating the media and what we can do, if anything, to support our great industry.

The answer is that, although we publish Natural Products and organise Natural & Organic Products Europe, there really isn’t very much we can do in isolation.  But what if the whole industry worked together and got motivated behind one campaign to promote Britain’s natural products trade?  That really could work.  And so came the idea to launch the “Backing Britain’s Natural Products Trade” campaign.

The campaign is designed to bring the whole trade together at a time when all businesses are facing big challenges. Using the slogan “Backing Britain’s Natural Products Trade”,  it aims to strengthen the unique spirit of community that characterizes the natural and organic trade, but also send a positive message to the wider world about what makes our industry so special.

The campaign has got off to a flying start with retailers, manufacturers, wholesalers and celebrities all offering their support.  Described by the NAHS as an “inspiring initiative”, the campaign has captured the imagination of retailers up and down the country. Julie Hotchkiss of Dru Health said “thanks for setting this up – what a great initiative”. Margaret Peet of Naked Nutrition told us: “Bring it on! This industry had given me every chance to make a success – now we enter challenging trading times I am offering my experience and support”.

Commenting on the strong support the ‘Backing Britain’s Natural Products Trade’ campaign has been getting, Natural Products editor, Jim Manson, said: “It’s great to see so many people from right across the trade getting behind campaign. We know our industry is full of passionate people who are determined to make a difference. Now we all have a chance to inspire and motivate each other at a time when we all need to be working together for the benefit of the whole industry”.

WHAT ARE WE DOING?

To kick off the campaign, well-known industry figures have been asked to tell us why they’re backing Britain’s natural products trade. From this month their inspiring comments will be appearing in a series of special campaign adverts in Natural Products.  We also hope to set up a series of special promotions to retailers, starting with the Big Voucher Book (send to retailers before the show) and we will be publishing news on what individual retailers and manufactures are doing to promote our trade, in a special section on the website and in the magazine, which will hopefully stimulate others to do similar things.  And we’ve got other ideas, some a bit of fun and some serious, including ideas focused around key events such as Natural & Organic Products Europe and the National Health Store Conference.

WHAT CAN YOU DO TO GET INVOLVED?

The idea behind the Backing Britain’s Natural Products Trade campaign is a bit like one of those trendy ‘viral’ campaigns, where we encourage everyone to get imaginative and get their creative juices flowing.  So please get your colleagues together for a brainstorm to explore ideas in which you can take advantage of the campaign and in turn help to motivate and support your customers.  It should be a win-win for everyone involved.  The rules are pretty basic and as long as the logo and slogan is not abused, we encourage you to use it in any way you see fit.

WHY?

It’s quite simple.  The idea is to provide a ralying point for all parts of our trade during this crucial time for our industry.  Our independent retailers need support and encouragement to continue to be motivated and effective in selling your products.  Whilst these are challenging times we also believe that the current climate represents a unique time for benefiting from what our trade does best – personal service, education and great customer service.

GIVE ME SOME IDEAS!

Some of the ideas you might want to consider include:

1) Use the campaign logo in your advertising, on your websites, in newsletters – wherever you see fit. The slogan and logo can be used in two ways:

Backing Britain’s Natural Products Trade
- Right Click to Save

I’m Backing Britain’s Natural Products Trade
- Right Click to Save

2) Come up with some concrete ideas on what you can do to Back Britain’s Natural Products Trade.  Ideas could include:

- special retailer promotions
- retailer training initiatives
- marketing ideas
- consumer promotions
- consumer events
- promotions

Licence to use the logo is implied as granted, as long as you keep within the very basic guidelines – set out in our Small Print – below.

Finally, please let us know what initiatives you come up with.  We will publish as many as possible (assuming you are happy for us to do so) and hope to inspire others to follow your examples and ideas!!!!

THANKS FOR BACKING BRITAIN’S NATURAL PRODUCTS TRADE.
AND GOOD LUCK WITH YOUR IDEAS!

The Small Print:

What we don’t want people to do:

- Use the campaign to promote products or ideas which are against the    interests and ideals of the UK’s natural products industry.
- Use of the logo and slogan that implies that products are endorsed by the ‘Backing Britain’ campaign
- Campaigns using the logo and slogan to gain unfair competitive advantage
- Use which can lead to misunderstanding or confusion.
- Or any other use which, in the opinion of the promoters of the campaign, is against the intended aims of the campaign, its interested parties, the natural products industry or the commercial interests of Diversified Business Communications

To prevent any such use, Diversified Business Communications, who are the promoters of the campaign, it’s logo and slogan, reserve the right to withdraw the right for any company to be involved in the campaign, and the right to use the logo and slogan.  Please feel free to call Diversified if you are in any way in doubt about this.