Marks & Spencer

Strategic support and farmer engagement for an industry leader in sustainability and animal welfare

Strategic support and farmer engagement for an industry leader in sustainability and animal welfare

In today’s world, where purpose-driven businesses are on the rise, one Twig client stands out as a true pioneer. For decades, its commitment to doing the right thing has been the backbone of the organisation, seamlessly woven into the fabric of its values. Most consumers recognise the brand for its dedication to ethical practices and exceptional quality, but the real magic happens behind the scenes.

 

For its food business, thousands of farmers and suppliers from every corner of the globe work to deliver the freshest, best quality food to the highest ethical and sustainability standards. Engaging this farming audience isn’t just a necessity — it’s critical. It’s about ensuring the security and integrity of the supply chain, and safeguarding its sustainability for the long term. Find out how Twig helps address this challenge…

Services:

Reputation Management Farmer Engagement Sustainable Change Stakeholder Engagement Award Scheme

Sectors:

Crops Livestock Dairy Aquaculture Wild Fish Fresh Produce

Areas of focus:

  • Farmer engagement 
  • Knowledge transfer 
  • Event support

Marks & Spencer

M&S is a leading British retailer, synonymous with high quality food, clothing and homeware. In 2007, it pioneered a new approach to sustainable business with the launch of Plan A, with the aim of mitigating climate change, reducing waste, using sustainable raw materials and trading ethically.

Today, its growing M&S Food business is recognised for innovation, amazing quality, exemplary sourcing standards and strong supplier relationships. But it needed to build on those strong foundations, driving engagement through the supply chain to meet Plan A’s specific targets around farming, animal welfare, climate and nature.

Objectives

  • Raise awareness of M&S goals around animal welfare, sustainability, carbon and water and drive engagement at farm level
  • Celebrate progress from leading Select Farmers through awards recognition
  • Share best practice across Select Farmers
  • Promote the M&S Farm of the Future programme to Select Farmers and wider industry stakeholders
  • Support wider communications around farming issues

Our approach

Working closely with the M&S Food Agriculture & Fisheries team, we support the business with:

  • The creation and delivery of the Select Farm engagement programme, including direct communication, newsletters and event communication
  • The promotion of M&S’s Farm of the Future programme, including support for participating farmers and knowledge transfer activity to wider Select Farm Groups
  • Supporting the corporate PR team with media engagement with agricultural and regional titles on farming stories
  • Support for dedicated supply chain farmer engagement, including celebrating 25 years of the M&S Milk Pool

The results

M&S is recognised as a leader in sustainability and animal welfare. Working collaboratively with M&S and other stakeholders, we’ve been able to build extensive awareness of its sustainable farming approach through regional agricultural shows and annual farming awards. We’ve also supported the strategic development of its farming programmes, including an education initiative that led to the creation of an Agricultural Leadership Programme with Cranfield University.

“

We’ve worked with Twig since 2011, and they deliver high quality strategic consultancy. Their specialist knowledge of the agricultural sector, combined with their professionalism and drive, has really helped us to take our farming communications forward. Highly recommended!

Steve McLean , Head of Agriculture & Fisheries - M&S Food

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