A wholesome supply chain

Safe farming promotes safe eating. It protects the interests of both consumers and thousands of small and marginal farmers. Safe Harvest, a pioneering company, works in this space, sourcing staples directly from small farmers, mainly women, through a network of Farmer Producer Organisations. The produce is then subject to over 120 stringent tests to ensure there is zero pesticide residue; and the food retains its entire nutritional value.  A win-win model, but one that was virtually unknown. 

Confusion in the kitchen

While clean, healthy eating had become a priority among Indian families, there was little awareness of the choices available. Many paid hefty prices for the organic label. The communication task was multifold – seed the concept of pesticide-free while linking it firmly with brand Safe Harvest and women farmers. At every touch point, consumers should be made aware of this chain of goodness and the ripple effect of picking Safe Harvest.

Let’s start with field work

The core idea of Safe Harvest was rooted in the fact that it directly sourced various grains, spices and herbs from 12 Indian states and over 1,00,000 farmers. Our farmers were not just producers but protectors of a more sustainable and kinder way of agriculture, one that guarded the eco-system, their own well-being and the health of the end consumers. 

To make every user experience this, we transported them to verdant fields, cool slopes and  leafy woods, where they could share the harvest with smiling farmers. We introduced these elements in the packaging and followed it up with strong, emotive communication on the website, creating a unique connection from the word go.

Pesticides…quite the mouthful!

We still had a way to go to make pesticide-free a key word and thought in our consumers mind. As part of a powerful launch communication; we decide on a simple tack – pesticides sound horrible, imagine how they would taste? We juxtaposed delicious food shots with headlines that highlighted the most common pesticides used. Disruptive, provoking and highly effective. Consumers would never look at their everyday menu in the same way again!

Safe and happy, all the way