Liberation Foods Brand Framework Updated August 2015

Our vision: A world in which smallholder farmers can enjoy secure and sustainable livelihoods and plan for the future Our Mission: To bring nut producers and consumers of the world together so that everyone gets a better deal

The Brand that can change the world, nut by nut How Liberation makes me feel as a Producer How Liberation makes me feel as a retailer 1. Business on a level playing field 2. Stronger together (pooling resources - sharing knowledge – greater resilience) Long term end to end relationships, not short term deals Making a decent living out of selling nuts – knowing how and where they are sold Strong product stories of positive community impact Traceability and transparency, sustainable sourcing and consistent quality The brand only exists because smallholder communities got together to make it Emotional Benefit A Brand/Company worthy of your trust Connected/Part of a global community Feel good about giving something back Making the world a more equitable place A simple and effective way of making a difference Brand values Brand personality Spreading wealth and prospects more evenly Genuine Fairness Brand essence Open The Brand that can change the world, nut by nut Excellence Inspiring Entrepreneurship Rational Benefit Courageous Humanity Quirky New and different experiences Positive and sustainable impact Authenticity Authentic products Fair price for all Quality ingredients 1. Healthier and happier buying Liberation Confident in our brand – Liberation takes care from producers right through to our consumers’ hands 3. Owned by smallholder nut producers and ethical investors – we only exist because smallholder communities got together to create our brand 4. Liberation specialises in importing goods that aren’t grown in the UK How Liberation makes me feel as a Consumer