Leeds PR and content agency Aubergine has been appointed to generate awareness of the first ever awards championing foods which steer clear of ultra processing (UPF).
Founded by industry veteran Pip Martin, The NatureMade Food & Drink Awards recognise outstanding flavour, sustainable practices, responsible nutrition - and completely natural ingredients.
With a career spanning 5-star hotels in the US and senior roles at Harrods Food Hall, Pip launched food & drink events company Tasting Quarter in 2003. Mindful of the sample waste often seen in awards programmes, Pip has designed a low-impact, sustainability-first format for the awards to make best use of the products sent in by brands.
Unlike other food and drink competitions, samples provided for the awards will be tasted by judges first then consumers to minimise waste. Judging will take place during the day, followed by a public, ticketed tasting event in the evening at Mosimann’s - one of the world’s most prestigious private dining clubs and home of cuisine naturelle.
Pip Martin was inspired by Chris van Tulleken’s book Ultra Processed People, recognising the need for an awards competition that champions food and drink free from ultra-processing. “I felt it was crazy that there was no awards competition devoted to food and drink that is ultra-processed-free,” Pip explains. “I also wanted to set up a sustainability-led competition for my children’s generation, and to be part of the change for a better food and drink future.”
Pip explains why he chose Aubergine to work on the brief: “The PR team at Aubergine are former journalists as well as food and drink PR experts. Plus, their sustainability credentials were impressive so I felt they had the perfect “ingredients” to help generate awareness of The NatureMade Food & Drink Awards. I’ve been pleased with their support both with generating trade and B2B PR coverage - but also with their help working on outreach and networking on social media.”
Aubergine has a strong track record in securing media coverage, influencer relations and driving brand awareness in the natural foods and sustainability sectors. For example, the hybrid agency, which consists of two directors with journalist backgrounds and a network of specialist freelancers, has worked with Chuckling Goat, the Organic Trade Board and Organic September, If You Care and Hope For the Future.
Commenting on the PR partnership, co-founder and director of Aubergine, Emma Gardner, said: “Foods that steer clear of ultra processing are all over the news at the moment with M&S recently launching its non-UPF cereal range. So, it was a dream come true when Pip approached us to work on the PR and media relations for the Tasting Quarter’s new awards competition."
“We’ve really enjoyed working with Pip to generate coverage and have loved seeing all the entries roll in from some really impressive food brands across the UK.”
To enter the awards, head to The NatureMade Food & Drink Awards website. Entries close on 31 July.
