Country Markets was part of the Women’s Institute until the mid-1990s, when a split occurred as the two groups moved apart. Country Markets became a business, while the WI remains a charity.
Country Markets appointed Simmer last September to create a branding strategy. It subsequently briefed the group to design an identity and packaging for its new venture, a brand called The Cooks of Country Markets.
From July, Country Markets’ 12 000 members will be able to market their products under the new brand.
Simmer managing director Richard Reeves describes the new branding as ‘welcoming, personal and upbeat’.
Simmer has created a food-labelling system that will allow individual producers to print their own packaging labels in short-runs, using standardised paper and printing guidelines.
The packaging templates will be available on a new website, which Simmer is also designing.
Country Markets hopes that the branding and communications push will encourage new, younger producers to join the co-operative.