Life Choices re-brands to focus on more ethical farming

Life Choices Natural Foods has launched a series of branding initiatives intended to promote its all-natural, sustainably-raised line of prepared food products.

The Toronto-based company has completely re-designed its packaging, logo and website to more accurately reflect its commitment to offering food products that provide healthy and holistic options, with much of the focus on the ethical treatment of animals.

“There’s a big movement at the moment towards healthier meats and knowing the source of your meats,” said Matthew von Teichman, the brand’s co-founder and CEO. “We’ve switched our supply chains to be all grass-fed suppliers and pasture-raised pork. We felt our packaging didn’t communicate the message properly, that we had a higher ethical standard for the way our animals are raised, so we wanted to make that change to communicate that message better.”

The new site contains information regarding the brand’s dedicated natural farming stewardship, nutritional benefits, product lines and recipes.

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Text on the home page says, “We believe in traditional farming methods, dignity for animals and respect for the land. 100 years ago we had it right, let’s get back to it!”

“The industrial meat system is broken. We don’t support it through our purchasing and we are in touch with our whole supply chain,” von Teichman told Marketing. “We know who our farmers are, and we know how they treat the animals.”

The new logo features images of cows, pigs and chickens in a field, as well as a new tagline, “Responsibly Raised Meat.”

The packaging has changed from what von Teichman described as being “mostly white with a corporate feel” to classic farm imagery – the horizon over a pasture.

The site was designed in-house, and Slingshot Communications created the new logo and packaging.

The company is promoting its line of products through in-store demos and flyers, and sampling events across the country. There is also a very limited digital buy, also being handled by Slingshot.

Life Choices Natural Foods was founded in 2002 and currently offers eight lines and more than 20 products, available at mass retailers across Canada.

This article originally appeared in Marketing magazine.