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A cooperative of growers in Northern Ireland, Veg NI was set up by four farmers to promote their produce in the face of narrowing margins and fierce import competition. They aim to get local produce onto the plates of local people, benefiting them, the industry and the planet, supporting local producers, farmers and growers to build strong, rural, future-proof businesses.The positioning, messaging and identity centres around the core idea: 'Parful Produce' .
In Jack Renwick Studio's flexible branding system, the veg literally bursts with goodness – explaining that it's what's inside that makes the difference. This differentiates Veg NI from other fruit and veg initiatives in the sector, which often focus on pure produce shots and dishes of food. The logo puts Northern Ireland at the heart of it all, building ownership and pride in their produce.
The brand is seen across Northern Ireland through social media, trade shows, farm shops, and stickers on vehicles and crates. Local shops and restaurants are proud to support that they stock, sell and serve NI's Parful Produce.
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