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Free branding and packaging workshop for food and drink businesses

Monday, 31 July 2017

Peter GreenleesA free workshop will help food businesses understand the importance of getting branding and packaging right in today’s market place.

The event, on 28 September, is organised by, the Department of Environment, Food and Agriculture (DEFA) as part of its Food Matters strategy.

It will be run by Peter Greenlees, founder and creative director of DNA Brand & Design, which has worked for such household name food brands as Cadbury, Asda, Golden Wonder, Heinz and Birds Eye/Walls.

Peter is a member of the Island’s Agricultural Marketing Society.

He will discuss:

  • Creating a brand: How branding isn’t just a name/logo but should encapsulate what people think and feel about products.
  • The importance of provenance.
  • Creative principles that match consumers’ purchasing decisions: People are increasingly aware of the personal, social, environmental and health consequences of the foods they consume.
  • Knowing your market: What space do you want to own, what are your competitors doing, considerations when branding for new local, national or international markets
  • Telling your brand story
  • Visual identity, brand expression and styling.
  • Bringing the building blocks of your brand to life: Rolling our your story and images via promotions/web/social media/PR/content marketing/point of sale/advertising.

Geoffrey Boot MHK, Minister for Environment, Food and Agriculture, said:

‘Our Food Matters strategy supports the growth of food and drink, which makes an important contribution to the Island’s economy.

‘We have already launched an Isle of Man food provenance label, so Manx produce can stand out from the crowd.

‘We organise and support events at which the ever-increasing range of Isle of Man food and drink can be showcased.

‘Providing practical support is another key part of the strategy. Our food and drink producers have great products but if they don’t position them right in the marketplace, their endeavours are wasted.

‘This branding and packaging workshop will help producers to connect their product with the public in imaginative ways and will further strengthen the Island’s reputation in this sector.’

The workshop takes place between 6pm and 8.30pm at DEFA’s headquarters, Thie Slieau Whallian, St John’s.

To book a place, email

For more information about Isle of Man food and drink visit the website, Isle of Man Food and Drink on facebook, @iomfoodanddrink on Twitter and isleofmanfoodandrink on Instagram.

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