Yorkshire Valley Farms
Making organic even more attractive
Yorkshire Valley Farms: Reclaiming Trust in the Organic Aisle
Client Category
Food & Beverage · CPG · Organic Poultry & Eggs
Services Provided
Brand Strategy · Consumer Research · Packaging Design · Visual Identity
Business Challenge
Yorkshire Valley Farms had a powerful story — organic, regenerative, family-run farms — but its packaging wasn’t telling it.
In a refrigerated category dominated by claims confusion, undifferentiated design, and shoppers overwhelmed by “organic” noise, Yorkshire Valley Farms struggled to translate its values into shelf impact. Despite real substance behind its farming practices, consumers weren’t seeing or understanding the brand’s true point of difference.
They had the integrity.
They just needed the clarity.
Strategic Insight
Our research uncovered a surprising truth:
Consumers weren’t most persuaded by general “organic” claims — they wanted proof of what made Yorkshire Valley Farms organic in a meaningful way.
The winning space was regenerative, humane, and family-farm practices, backed by real detail.
Across concept tests, heatmaps, and A/B packaging trials, consumers consistently gravitated toward:
- Claims tied to regenerative organic farming
- Transparency about how animals are raised
- A visual style that felt real, farm-forward, and trustworthy
- Packaging that elevated the farm-to-table journey
The opportunity wasn’t to shout louder.
It was to show the truth more clearly.
Creative Solution
We rebuilt Yorkshire Valley Farms’ packaging around a single idea:
Real organic food comes from real organic farms.
Claim Optimization
We used research to identify the highest-performing claims — leading with regenerative farming, humane care, and nutrient integrity.
Design System Development
A fresh visual identity that made the farm the hero:
- A clean, modern farm-to-table aesthetic
- Warm, natural colour palettes
- Illustrations and photography that celebrated real agriculture
- Clear, simplified layouts to improve shoppability
On-Shelf Validation
Live shelf testing confirmed the winning direction — packaging that conveyed authenticity and transparency created immediate visual lift and faster recognition.
This wasn’t just a design refresh; it was a truth refresh.
Results
📈 15% increase in sales immediately post-launch
🛒 Improved shelf stand-out, validated through A/B on-shelf testing
🔥 Higher shopper confidence driven by regenerative and humane-care claims
❤️ Stronger emotional connection to the family-farm story and organic values
🏬 Retailer enthusiasm, with improved placement and visibility
Yorkshire Valley Farms moved from “another organic brand”
to a trusted leader with a regenerative purpose.
Category Takeaway
Yorkshire Valley Farms proved that in the organic aisle, clarity beats complexity.
When you translate real farming practices into consumer-centered storytelling and design, you don’t just win attention — you win trust.
That’s how Yorkshire Valley Farms became a king of regenerative organic foods.