Good Farmers New Zealand is the brainchild of Sven Baker. Photo / Supplied
Good Farmers New Zealand is the brainchild of Sven Baker. Photo / Supplied
Sven Baker says we produce rare and precious products in New Zealand, which post-Covid will become more and more sought-after.
That's one of the reasons the Hawke's Bay designer has banded together with local farmers and producers to launch Good Farmers New Zealand.
Their philosophy is simple — Good Farmersis a community that stands for Good Food, grown on Good Land by Good Farmers.
"We are a group of like-minded farmers and producers working toward getting food from farm to plate while minimising the impact we have on the land," Sven said.
"Animal welfare is a top priority and our aim is to be zero plastic harm throughout our supply chain."
Flanders & Moffitt Bee owners Jeff Flanders and Jonty Moffitt are part of Good Farmers New Zealand.
Sven has had more than 35 years of experience in design and branding and says he knows how hard it is to build market presence.
"However these days consumers not only want to know where their food comes from but also its journey from paddock to plate. They want to be confident that what they are buying has been ethically and sustainably produced."
Sven has an evaluation process he goes through before accepting producers into Good Farmers.
"Obviously the criteria for a 'licence' is different for an organic butcher than it is for a muesli producer," he said.
"I spend at least one full day with them getting to know them before they get a personal licence to use the brand. One hundred per cent of that licence fee goes back into the marketing pool.
"I take no salary, it's a love project, it's unique and every resource we get is used to build it."
Sven and his family moved to Hawke's Bay last year "to enjoy the sunshine, amazing food and wine and enjoy family time".
"I was lucky enough to start spending time with local farmers, growers and producers and their passion for their produce was infectious. It was from these conversations that I began to think of ways I could use my marketing experience to help these good farmers.
"The concept also helps consumers to choice food that they know is good food from Good Farmers."
Sven is committed to eliminating packaging waste and his goal is to be zero-plastic. All Good Farmers products are packages in glass or home-compostable packaging.
"I spent a lot of years creating brands that weren't sustainable. Now it's time to give back. It's rewarding work.
