J motion is to produce a promotional video for Conservation Grade – a unique sustainability protocol implemented by farmers. Independent scientific trials demonstrate the Conservation Grade approach leads to a significant increase in biodiversity compared to conventional farming systems. Farmers who join the scheme receive a premium price for their crop.
The video is part of a wider communications strategy to raise awareness and develop consumer engagement around the “Fair to Nature” brand, as seen through products like Allinson Flour and Jordans cereals. Filming is being scheduled for late May.