How provenance can benefit international presence

With Mash Direct, promoting the provenance of our produce is key to our international presence. That being said we’ve learnt along the way that there’s no “one size fits all” approach when it comes to promoting these products abroad. As a result we’ve put together some top tips for promoting home-grown produce both in the UK and internationally.

(1) Emphasise heritage

Provenance is becoming increasingly important around the world. For consumers in overseas markets, products with British heritage are highly desired. Businesses need to make the most of this and ensure that they are emphasising their provenance to the best of their ability. As a sixth generation farming business, our brand has a strong heritage for us to build on and share. For new brands this is harder, but it’s an excellent opportunity for you to tell your story as you grow and mark your place in the market.

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(2) Consider branding

While for some brands adding a “made in the UK” label can garner appeal, this might not necessarily be the best path to take for your brand. Depending on where your products are most revered, consumers may also respond well to a more subtle approach. Taking a wider look at your whole brand is a good place to start. 

The font you use or the tone of voice can all combine to help communicate its provenance. With Mash Direct, we use imagery of our farm and of the produce to help appeal to new international customers. Our iconic red tractor also lends itself to positioning our products as home-made, with a clear sense of heritage.

(3) Define your wider strategy

Positioning your product on the global stage is no mean feat. New brands are launching every day and so assessing your wider marketing strategy is really beneficial. As well as communicating your provenance through your branding, to really make an impact in a particular market localising other areas of your marketing could be key. The media landscape varies across the world. If you’re looking to advertise, be mindful when translating that it has the same meaning in each country and your values shine through. You’ll then be on the road to success.

Promoting your products in the right way can take time, but it’s worthwhile and can open up countless opportunities. British brands are desired globally and so tapping into this can help better position your product in new markets. With heritage and provenance proving more and more important to the conscious shopper, leaning on British roots will really help your business grow. Don’t miss this trick.

Also, Hamilton previously suggested established business owners have a duty to guide tomorrow’s budding entrepreneurs towards success.

Martin Hamilton is founder and MD at Mash Direct.

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