Breathing freshness into dry data

Able & Cole are pioneers of the organic movement. For 2024, they wanted to secure their position at the forefront of the industry, by producing an in-depth report on the state of the organic food market, including trends, challenges and future predictions. I was given access to their data, interviews with partners and a host of other information, which I brought to life in their light, fresh tone of voice. It also included a foreword from organic champion Hugh Fearnley-Whittingstall, which I crafted capturing his unique style. The report went out to journalists and secured a wealth of coverage and interest. It wasn’t easy distilling the mountain of fascinating information into a 38-page document. But as Abel & Cole say, when it comes to food, difficult is worth doing.