A. Kim Stoddart writes:

This is a reputation you’re right to want to protect. The key to doing this in the most appropriate way will be in the choice of your ethical supply chain. Choose a branding agency that specialises in this area. It should have in-depth knowledge about the packaging options available and a more value-led approach to its work, as this will help ensure your packaging is the best it can be for the budget you have available.

Word of mouth recommendation is a good starting point. You could approach other non-competing organic food brands that have moved into retail to find out which agency they used. Listings sites like Ethical Junction can help you establish which companies are out there. You’ll also need to be able to trust the agency you select, to be confident your reputation is in safe hands.

To make sure your packaging has the right green credentials, I’d recommend looking at how other organic brands are packaged, pulling out examples of those that you like and those you don’t, and documenting why. A clear brief on the kind of packaging and language you would like to see on it, plus any details about where you would like your business to be in the future (with particular regards to retail), will help the agency to meet your requirements.

To protect and grow your ethical reputation, I would also recommend talking about the history of your catering business and its move into retail. This gives a human story and background to your product and shows that you really care about what you do.

Kim Stoddart is a serial social entrepreneur and founder of Green Rocket, a green PR and social enterprise that helps businesses dedicated to environmental change. www.greenrocketgroup.com