Taking your brand glocal
This changemaker’s ambition is simple: to equip smallholder farmers with the tools they need to become big stakeholders in their own producer organisation. We started by gathering data from smallholders about how their farms work, then showing them the insights in a way that could help them make better decisions. We then worked with the executive team and board to redefine the brand’s purpose and change the name from Cafédirect Producers’ Foundation to Producers Direct. Now 600,000-smallholders-strong, it’s inspired the creation of a glocal brand – an international direct-to-consumer brand that sells to internal markets only, bypassing the need to export and re-circulating profit.
“Champion have expertly supported - their strong technical ability has been matched by unending patience, enthusiasm and taking time to truly understand the complexity of our work. Our continued partnership is a testament to the support given.”Claire Rhodes. CEO of Producers Direct.