The impact of waste as an environmental issue has become increasingly important for manufacturers, retailers and for business stakeholders in recent times.
For over 50 years Morris & Son has worked tirelessly to repurpose problem stock, reduce waste, and play a role in being a good corporate citizen with its approach towards the environment. They came to us with an ambitious plan to become even more socially responsible in their business approach with a renewed focus on how they can beneﬁt their customers, suppliers, and society in general.
The organisation originally consisted of two subsidiary brands – Morris & Son (a B2B business that specialises in wholesaling short-dated or surplus FMCG goods) and Approved Food (an online business that sells surplus or short-dated FMCG goods direct to consumers).
With the business well-positioned to capitalise upon the growing focus on reducing food waste and the environmental and social beneﬁts, it identiﬁed a need to gain more clarity on exactly how it should position its brands to maximise their potential, and to then deliver a clear, compelling brand story to reﬂect this strategy. We were enlisted us to help them with this process.