Rebrand announced for Catering Mark
11 January 2017
The Soil Association has announced that its Food for Life Catering Mark is rebranding to be known as Food for Life Served Here.
Designed to increase demand from consumers for the award, the updated identity is aimed at further extending the number of healthy and sustainable meals served at catering venues around the UK.
This is currently at the level of 1.6m Catering Mark meals served every day around the UK, achieved in a little over seven years since its launch.
Market research conducted by the Soil Association showed that there is a growing desire for fresh, locally-produced and healthy food.
This also showed that the Soil Association's Food for Life Catering Mark was "a bit of a mouthful" and not particularly memorable or relevant to consumers, so the decision was made to rebrand.
The Soil Association is accordingly conducting its first consumer marketing campaign to promote awareness of the scheme.