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Bees' Knees Comms-CastAuthor: Pinstone, Catherine Linch
The Pinstone podcast thats shining a spotlight on people, brands and businesses who are operating as a force for good and doing what it takes to be the bees knees; telling their authentic sustainability stories. Language: en Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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The power of grassroots comms in driving engagement
Episode 9
Tuesday, 29 April, 2025
The Bees’ Knees Comms Cast - Alexia Robinson, Founder of Love British FoodIn this episode of The Bee’s Knees Comms Cast, we sit down with Alexia Robinson, founder of Love British Food, an initiative that has been driving grassroots change in the food and farming sectors for over two decades. Alexia shares the story behind British Food Fortnight and how her innovative, community-driven approach to communications is making a lasting impact on attitudes towards, and adoption of British food and recognition of the value of sustainability.Key highlights:The origins of Love British Food: Alexia reflects on the challenging period after the foot and mouth outbreak and how British Food Fortnight was created to inspire consumer confidence in British produce, while providing farmers with a platform to showcase their work.Bottom-up communication: Love British Food’s campaign approach focuses on grassroots, community-driven action rather than top-down directives. Alexia explains how empowering individuals at a local level, such as farmers, chefs, and catering teams, helps create lasting behavioural change.Partnerships that matter: From engaging with food service giants like Green King and Aramark to partnering with public sector organisations like the NHS and in schools, Alexia discusses how Love British Food has expanded its reach to drive sustainable food choices on a larger scale.Changing attitudes in schools and beyond: Alexia shares the success of a food education guide created for schools, endorsed by government bodies, and how it’s helping to instil a love of British food in future generations.The role of communications in sustainability: We explore the importance of communicating sustainability goals and how Love British Food’s approach is creating meaningful, long-term connections between British food producers and consumers.The power of community networks: Alexia talks about leveraging established networks and organisations like the Women’s Institute, National Trust, and young farmer’s groups to spread the message of buying British and supporting local food.Join us as we explore how Love British Food is reshaping the food sector through the power of community-driven communication, making British food synonymous with sustainability, nutrition, and support for local farmers.Listen to the episode and get involved in British Food Fortnight every September.For more information on how to participate, visit Love British Food.Episode Timestamps:1:09 - Introduction to Love British Food and British Food Fortnight5:35 - The founding story of Love British Food and the vision behind it10:32 - The bottom-up approach: how grassroots efforts are driving real change17:01 - Engaging the public sector and NHS catering teams24:41 - Changing procurement practices and empowering change makers28:51 - The role of schools and community networks in spreading the message36:23 - The importance of multi-channel communication in sustainability39:23 - Closing thoughts and how you can get involved in British Food FortnightFollow the podcast on your favourite platform so you don’t miss an episode! The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk
