Taking sustainability just as seriously as it does style and quality, Daylesford Organic will be joyfully welcomed by anyone who wants to respect the environment without being labelled a hippy. And, with its unique blend of modern and traditional values, it’s a really interesting example of a successful, sexy and ethical business. But it is not only the glamour that attracts customers. Daylesford’s way of subtly involving customers in the farm’s practices and philosophy gives people the feeling of experiencing the ‘good and sustainable life’.

Everything that Daylesford does fits into a bigger picture that leaves nothing to chance. The company is committed to selling produce that, in addition to being organic, fresh, seasonal and local, is also entirely home-made too: vegetables, fruit and herbs are picked in the morning in the kitchen garden; flour milled from Daylesford’s own organic grain is used every day in the bakery; organic milk from the Friesian cows is made into traditional cheddar, and organic cheese is produced in the farm’s own creamery.

The company is continuously working to improve their working methods to make their company, their products, their employees and their customers more sustainable. Whilst focussing most of its efforts on the company’s impacts, Daylesford also ensures customers can get involved, for example through how it has designed its packaging and also by encouraging direct participation in the company’s courses and events.

Sustainable packaging engages customers
Daylesford’s most notable packaging initiative is its biodegradable milk packs, which have proved a very striking and effective way to give the Bamfords’ environmental commitments a tangible form. Since milk is such a ubiquitous, everyday purchase, Daylesford can remind customers of its commitment to sustainability and innovation every time they open the fridge or make a cup of tea. The packs provide the perfect starting point to involve customers in the company’s mission to help the environment in every way they can, and encourage them to find out more about the business’s initiatives.

As innovative and stylish as it is sustainable, the packaging is the perfect symbol of Daylesford’s highly advanced yet time-honoured approach. Made of flexible, bag-like plastic that has been cut into a jug shape, the packs look intriguing and could encourage a purchase merely through novelty value. But there is more to it. As the pack is made from calcium carbonate it will break down into nothing more than water, carbon dioxide and chalk after use. Even the quirky shape has a function: it folds completely flat, taking up less space in the recycling box or landfill. However it is disposed of, customers can be sure it’s better for the planet than the standard HDPE plastic milk containers we normally get here in the UK.

Hands-on experience
The company tangibly demonstrates its values through a range of events for customers, staff and the community alike. School children are invited to see the farm at work, encouraging a better understanding of the connection between what they eat and where it comes from. Adults can visit the farm to learn the skills of dry stone walling, thatching and garden design, cooking, as well as benefiting from the well-being activities such as yoga, complementary therapy and holistic classes. As well as being enjoyable, informative and relaxing, all of these activities mean that visitors gain first-hand experience of the company’s approach and philosophy, and the fact that they all involve a visit to the company’s premises means customers can see Daylesford’s commitment for themselves, reducing scepticism.

The company’s savvy approach means even communicating the brand values to people often involves making a profit. For example, customers can tour the main farm in Gloucestershire, learning how Daylesford produce is made differently, and then buy the products in the farmshop. A luxury spa housed in the old haybarn offers customers the opportunity to spend even more time subconsciously taking in Daylesford’s values.

Daylesford incorporates the brand’s commitment to sustainability at every level of execution, and continually offers customers newer, more considered ways of understanding its philosophy. Could it be the perfect combination of style and substance?

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