This document has been produced to provide a clear and consistent tone of voice across all of AKP’s communication channels.
Throughout all copy, from website text to PR features, the company’s ethos and values remain at the core, expressed through words that articulate the brand essence and content that adds character to the brand’s primary message. These elements will be explored and outlined within the document, allowing anyone an insight into how we speak and behave as the AKP brand.
2. Understanding the brand
Firstly, we need to understand how our brand is expressed to ensure it truly resonates with our target audience.
This includes an internal focus on our purpose, vision, mission and values. As well as defining our promise to customers, brand proposition, services and how we are unique.
Once established we can apply our tone of voice to add the colour and character that is synonymous with the AKP brand.
Brand Promise
Brand Positioning
- Our promise to customers: brand and audience propositions
- Our services
- How we are unique (USPs)
Personality & Tone of Voice
Directs
To help drive British Agriculture, pushing its boundaries and enriching both people and planet. Creating a brighter, healthier, and more sustainable future for all.
c. Mission
To be the authority on potatoes. To champion and support growers to realise the potential of UK farming.
Adapting to market, consumer and environmental needs to lead the way, and be the most respected supply chain partner in the industry.
2. Understanding the brand
We grow better together
f. AKP brand proposition
We grow better together
As connected problem solvers you can always count on us. We handle every aspect of the potato process and navigate the art of farming with commitment and skill. From seed breeding and agronomy to field support and trading, we know potatoes. What to grow, where to farm and how to sell.
Supported by decades of farming knowledge and industry expertise, we unlock opportunities that connect growers to the market. Through genuine partnerships built on trust. All driven by a passion for produce and because we inherently know, we’re always better together.
g. Humble Potato Company brand proposition
Growing with the best
We protect the future of food security by championing cutting-edge potato species, helping to invent varieties that are resilient, sustainable and, above all, tasty. Climate change, consumer demand for convenience and ever-increasing economic pressures mean produce today has to work harder to endure. Innovation, expertise in meticulous seed cultivation and our unrivalled grower network puts us in the ideal place to make new breeds become reality. Because we believe in the humble potato and its vital role in feeding our future.
h. Our core values
Our brand proposition – we grow better together –shapes our values and what we stand for. They serve as the compass to guide our brand story, actions, behaviours and decision-making process. They are connected to the essence of the AKP brand.
We create real connections
Collaboration and mutual respect above ego and individuality. Open communication above avoiding difficult conversations. Cultivating a supportive network for colleagues, growers, and customers alike creates an ecosystem that works for everyone.
We make it happen
We keep to our word and enforce that with decisive action. Because we know that delivering to our promises, even in challenging circumstances, means earning true trust.
Growing Together
We never stand still
As leaders within the potato industry, we think ahead to the next development that will help evolve British farming. Anticipating the unexpected and ever ready to act, we adapt, flex, and evolve to both innovate and solve.
We do what’s right
Even when it might not be the easiest option. Passionate about both produce and people, we take the long-term view, retaining our integrity, transparency, and honesty in every decision.
i.
How are we unique
To truly resonate with customers, we need to show how our services are unique and why we’re better than the competition. Our unique selling points are:
1. We keep potatoes moving
With every service in-house, we can handle the full potato process and navigate the art of farming with commitment and skill. As an independent business we have the agility and flexibility to respond quickly, and adapt should the unexpected strike. Our “can-do” ethos means we’re quick to solve problems to ensure our growers have a fast and reliable route to market, where opportunities are there for everyone.
2. We never let you down
As your ally in produce, a quality trade and supply is guaranteed. Our owned farms and thriving network of growers keeps us buying and selling, 24/7. With an all-year-round supply alongside import and export capabilities, we are an experienced partner you can trust. By your side through it all – whatever nature throws at us.
i.
How are we unique
3. Better partnerships built on trust
We’re better together, which is why partnership sits at the heart of everything we do. We not only consult, we collaborate – cultivating joint ventures that add value and share the risk. As growers too we know the stakes can be high. So we’ll meet with you, face-to-face, and work hard alongside you to get the job done. We treat your crop as our own, because producing the best potato is our ultimate ambition.
4. Sustainability in all we do
Doing the right thing matters. So, we consistently adapt to preserve the future of British farming. From using planet-friendly fertilisers to incorporating sustainable farming methods, we do things the right way. Our people, planet and crops are our biggest asset, all cared for and respected, safe in the knowledge that our work can create a better future for us all.
i. How are we unique
5. We unlock opportunity & create value
Our expertise fosters success, driven by our passion for produce. Decades of farming knowledge and a stable team makes for a tight network. We are specialists who can realise potential. From seed breeding and agronomy to field support and trading – we know the right crop, the right field and the right market.
6. We know potatoes
As growers ourselves, we have decades of experience under our belts. Our in-house quality control systems ensure we produce the finest product for the right market. We exude quality, from our product to service ethos and people. We deliver on promises and exceed expectations. Our grower network shares our obsession for quality, all certified under the Red Tractor Assured Produce Scheme and BRC Certification.
Understanding the customer
3.
a. Building a picture of who our target customer is will shape how we communicate online. These are the people who are working with AKP.
Growers
(primary audience)
Who they are
Traditional and often unbending – can be challenging to deal with
They value face-to-face communication and appreciate honesty and integrity
Commercially demanding and expect a profit
The new generation of growers are less emotional and more spreadsheet driven
Most growers need a supportive partner to bring a crop to market
statement
Creating opportunities, together Grower proposition
We are growers, supporting growers. We know return on investment is vitally important. But we also believe people, partnership and a shared vision is more. We want to grow with you. We understand your everyday challenges, the volatility of, and modern pressures on the farming industry. Which is why we’re there to offer advice to access the right markets at the right price and at the right time. Investing in you means supporting livelihoods, land, and futures. Because we believe in the importance of British farming for the good of all.
Customer
(secondary audience)
Who they are
Demands a partner they can trust – who can supply and fulfill orders, everytime
Commercially demanding and motivated by price
Social responsibility is becoming important. They care about grower welfare, environmental factors and staff ethics
Have a desire to back the British trend
Customer proposition statement
Supply you can trust
We’re a one stop shop for the finest quality potatoes. From anticipating market needs, breeding the most innovative new varieties, to growing in optimal environments, both ourselves and by supporting our partner growers, we know the right crop for the right market. And with all services in-house from seed breeding, growing, grading & storage to marketing and transport, we make it happen every day, at speed. Our 100% delivery guarantee to the highest quality standards is our customer promise.
What do our personas have in common?
These shared characteristics will help to inform how we will speak to our audience to hold their attention and gain their trust. These commonalities also intrinsically link to our company values, to ensure AKP becomes a relatable brand that feels authentic.
Commercially demanding
Appreciates innovative problem solvers in business
Needs a smooth process
Our audience (customers and growers)
Needs a reliable partner
Values trust and honesty
Looks for peace of mind
b. Brand personality
Through our core values that sit at the heart of everything we do, and the shared characteristics of our audience, we can start to shape our brand identity and define what we are and what we are not.
Salt-of-the-Earth Doers
We’re personable, real people with a commitment to doing the right thing by each other. For us, it’s honest, considered advice for the greater good, plus thoughtful deeds over empty promises and a quick sale. Because our reputation is built on trust and lasting relationships.
Can-do Problem Solvers
It’s a fast-paced world in which we operate and our ongoing positivity, even in the face of tough challenges, ensures we always make it happen.
“Can’t” is not an option.
Energetic Motivators
Our passion for produce and constant commitment for making life better for our growers means we always look for new ways to enhance and develop. Enthusiasm and entrepreneurial spirit inspire our partners and each other to drive the farming industry forward.
Quietly Confident
We know we are respected leaders within the industry and are self-assured in our knowledge and expertise. But we focus on doing a good job and delivering for our partners and colleagues. We don’t show off. When we speak, we know we have a valuable point to make.
So, we are And, we are not
Professional
Warm
Down to earth
Forward-thinking
Principled
Honest
Dependable
Straight talking
Driven
Knowledgeable
Positive
Entrepreneurial
Leaders
Quietly confident
Overly familiar
Self serving
Know-all
Gushing
Patronising
Self-congratulatory
Complicated
Reactive
Formal
Authoritative
Overbearing
Playful
Chatty
Light-hearted
4. How we connect and influence
b. Now we have our identity, we can use this to shape our tone of voice...
Inspiring and energetic, but not overbearing
Personable and warm, but also credible
Genuine and down-to-earth
Straight to the point
Before
AKP grows in excess of 750 hectares of potatoes making us one of the largest potato growers in the UK. We handle and market over 150,000 tonnes of potatoes each year, taking them from seed to shelf for all our customers.
After
At AKP, we know potatoes. Handling 150,000 tonnes a year across 750 hectares, makes us one of the UK’s largest growers. From soil to shelf we’re committed to quality, working in partnership with you, to provide a reliable supply you can always trust. Because we’re with you all the way.
Before
We monitor the quality and size of every potato to make sure only the biggest and best are processed. We’ve got the ability, knowledge and skill to keep the production line moving with purely premium potatoes.
After
Nothing gets past us – only the best will do. We monitor the quality and size of the potatoes we handle carefully, which helps our skilled team keep production lines moving with purely premium potatoes.
Before
We’re one of the largest potato growers in the UK. And we want to be the best – for you, your customers and the environment.
AfterWe’re better together. And building real partnerships matters to us. As one of the largest potato growers in the UK, we consult and collaborate to get the very best, for you, for us and your customers.
c. Now we have outlined our brand identity and the tone in which we speak, what about the content?
Here are the topics we can use on social media to ensure AKP’s messaging hits home with our audience.
• Independent and agile
• Thought leadership
• AKP voices and faces
• Sharing company
• Years of heritage
• We are growers, for growers •
5. Key messaging
a. Here you will find how we refer to the brand, and key messaging that should be considered or included when writing for AKP.
PR descriptor
AKP: AKP, one of the UK’s largest potato supply chain specialists.
HPC: Humble Potato Company, one of the UK’s leading seed potato growers.
b. Key messaging AKP:
End-to-end supply chain with all services in-house from seed and potato growing, grading and storage to marketing and distribution.
Provides a quality potato trade and supply 24/7/365 thanks to a worldwide network of growers.
Handles and markets up to 150,000 tonnes of potatoes each year, and can store 36,000 tonnes of potatoes.
As one of the largest potato growers in the UK, AKP understands the challenges growers face, and partners with other growers through innovative joint ventures.
c. Key messaging
Humble Potato Company:
Grows 400 hectares of seed per annum on The Yorkshire Wolds.
Multiplies existing and new varieties of potatoes for growers across the market.
Works with key processors to provide the highest quality seed, as the foundation of their integrated supply chains.
Works with seed breeders to multiply and bring the most innovative new varieties to the market.
Markets seed potatoes and provides expertise in variety management and marketing to growers across the UK.
Grows and exports seed potatoes across Europe and North Africa.
d. Us, in summary
We believe in the power of the humble potato. Its versatility, its nutritional value, its affordability and its role as the bedrock of any hearty British meal. Which is why we make it our business to carefully nurture it from seed to farm to fork. We’ve been keeping crops moving for nearly 30 years. And our AKP family has generations of farming expertise driving their innate passion for produce. Which means we know how to grow the right crop at the right time for the right market. It also means we know how important transparency, honesty and trustworthiness are in an unpredictable, and often unforgiving, industry. We never know what the harvest is going to throw at us, but we always have the power to deliver solutions amongst the uncertainty.
For more understanding of our brand please contact our brand team. e. enquiries@arkpro.co.uk
