1. Liberation Foods Brand Framework
Updated August 2015

2. 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

3. 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