Purely Organic
What promotional techniques does the business use?
Small firms rarely are able to afford to embark on the kind of promotional campaigns that you see used by large companies. They tend to rely on word-of-mouth to build their reputation and drive sales in the future. Occasionally, a small business will be able to create a strong profile by gaining endorsement of its products by key figures. Purely Organic has done just this.
It all began when the firm was exhibiting its organic trout at the Wiltshire Show in 2000. Head chef (at the time) of the Savoy restaurant in central London, Anton Edelman, sampled the trout and liked what he tasted. In time, word spread about the unique taste of Purely Organic's trout and soon many key figures in the food industry were beating a path to their door to try the fish themselves.
Celebrity chef endorsement is one of Purely Organic’s key promotional themes. Here, their farm shop displays press cuttings as proof. Image Copyright: Biz/ed Team.
Celebrity endorsements from TV chefs such as Rick Stein, Gordon Ramsay, Antony Worrall-Thompson and Hugh Fearnley-Whittingstall have helped secure Purely Organic's reputation as a supplier of high quality trout. The company's own website parades a list of the other celebrities who have followed.