Farmer Focus has redesigned its packaging to emphasise transparency, traceability, and ESG (environmental, social, and governance) commitments. Each package now features a unique 4-letter Farm ID, allowing consumers to trace their chicken back to its farm of origin.
The redesign won the 2024 Graphic Design USA Best-of-Year Award and aligns with Farmer Focus’s strategy to highlight its growers through in-store packaging, digital channels, and social media. The company’s multichannel marketing approach earned it the 2024 Chicken Marketer of the Year award.
ESG-focused branding is increasingly important in consumer decision-making. A McKinsey & Company report found that products with ESG-related claims saw an average growth rate of 28% over five years, outpacing the 20% growth rate of non-ESG products.