JONES FOOD COMPANY

Background

We have worked with JFC for the last five years as they have grown from being one of the UK’s leading vertical farming brands to being the market leader.

Four years ago, we launched JFC1, their first farm, near Scunthorpe in Lincolnshire; two years ago we launched the world’s first vertical farming-focused Innovation Centre in Bristol; and in early 2024 we launched JFC2, the company’s second farm, just north of Chepstow.

Objective

Launch JFC2, the company’s second vertical farm.

Strategy

Educate that while JFC2 may be 14,500m2 in size, the more interesting part of the story is that the proprietary technology inside makes it the world’s most advanced vertical farm.

Activity

We wanted to tell the story of the world’s most advanced vertical farm but keep a lid on the proprietary technology being used.

We created a B-roll film with carefully curated footage from inside the farm and released it to broadcast media; print media received a dedicated releases/images and selected journalists were invited to Gloucestershire, inside the farm, to speak to Founder James Lloyd-Jones and various relevant members of his team, and to be toured around the site.

Results

Coverage for the opening was achieved across BBC News, BBC Radio 5 Live, BBC Points West, BBC Radio 4 On Your Farm, ITV News, CNBC, The Grocer, Hort Week, Fresh Produce Journal, City AM, The Guardian, Daily Mirror, Daily Express, Daily Record and a host of regional, green/sustainability and trade media.

Growth

In 2024 JFC has grown from supplying ‘just’ own-label products to having two cracking brands of its own – Leaf (delicious vegan sauces) and Homegrown (salad bags).

Our work is evolving accordingly, wrapping in both brands and beginning consumer comms for each.

Sunny Side Up says:

“JFC is a global leader in vertical farming; as a sector, this one of the most exciting across the whole food industry and JFC is performing phenomenally well, succeeding where many others have failed.

“Our fresh foods team now stretches across wholesale (New Covent Garden Market), own-label (British Cherries) and into brands (Driscoll’s, cheesegeek, Leaf and Homegrown).”

Nick Woods, Strategy & Creative director.