Marketing? No we don’t have a marketing department.
The way Diversity Bread® is communicated is itself another piece of the systems change.
The value stays in the system
Diversity Bread® is designed as a circular system. The conventional model is to make a product, extract a margin, spend some of that margin buying attention, and use that attention to sell more product.
Diversity Bread® does something different. The bread generates value, that value helps fund the Education Awards, the awards enable more people to learn, and that knowledge grows the community and creates greater demand for diverse farming, flour and bread.
Instead of buying attention, we fund participation.
We don’t have a PR team or a social media person, and we don’t pay for advertising. Diversity Bread® grows through word of mouth and real relationships. The money that might otherwise be spent promoting the bread stays within the system, helping more people gain the knowledge and skills to become part of it.
It is another small but deliberate systems change: instead of paying to tell more people about Diversity Bread®, we help more people become part of it.
(Although you can follow us on Instagram and even without a team we do have over 200,000 followers on @DiversityBread.)
For Press
What we do have, is a network of activists and genuine relationships that have taken decades to build, and a community. People who get their hands in the soil. We’ will introduce you to the baker making the bread, and the farmer who we recommend to them and the millers who make the diversity possible. If you are press or a journalist you are very welcome to talk to us and we will put you in touch with the people that count; the farmers, the millers and the bakers who are the system change. We’ll share with you the people with who you will have the most memorable conversations because we think that the the best research is don with your hands in a bowl of dough or standing in the field in your boots on a rainy spring day. We know that admiring the diversity in the hedgerows, and asking the farmer how well the beans are growing this year isn’t a story; it is an invitation to change the way we understand bread. When your conversations with the farmers that grown the ingredients is about the skylarks singing this spring because they have returned because the hedgerows are growing back you know you are sharing about things done right. . They tells us the land is changing. It reminds us that every decision made in a field and the mill echoes through the flour, the loaf and, ultimately, the food on our table. You can call or WhatsApp on +44 (0) 7813308301
..for customers we will be introducing Diversity Bread part of our newsletters on Sourdough.co.uk you are welcome to sign up here.