The Soil Association Exchange provides consultation, skills and scientific data to improve farming methods whilst also extolling the benefits of sustainable farming practices. But we realised early on that the real key to engaging all farmers (not just the organic sector) was to clarify the position of the new brand as an organisation that is there to support the ‘business’ of farming. With the farming industry under huge pressure following regulatory changes, it is in everyone’s interest to adopt and move towards sustainable farming methods. It is the role of the Soil Association Exchange to support them and highlight ways for them to benefit commercially. Our ‘better farming for all’ proposition was born out of the idea that the Soil Association Exchange both empowers through knowledge and enables through practical commercial advice. The end result? Better farming practices, more profitable farming businesses and a healthier planet in the long-term. Our work underpins the development of the business, which will be formally launched in 2023, as well as the brand logo, visual identity, website and comms materials that we have since created. We like to think we’ve sown the seeds for success as we continue to support our good friends at this very special organisation.