“Right On really captures the essence of our stories to bring them all to life…and their writing is phenomenal.”

Daniel Cifuentes
Senior Manager of Sustainability
Farmer Brothers

CONNECTING THE DOTS ON A GLOBAL SUPPLY CHAIN.

From research to writing to publication and beyond, we take pride in shepherding projects from start to finish.

CONTENT STRATEGY

To accurately portray Farmer Brothers’ commitment to sustainability, Right On needed to intimately understand topics as varied as pandemic-era disruptions of international shipping, intercropping practices, and even gender politics in rural South America. We developed a content strategy brief that began with the different audiences and their expectations. From there we outlined strategic messaging and picked stories that would best illustrate how the brand accomplished its goals. We interviewed farmers in Colombia, equipment refurbishers in Texas, and customers in California to put a human face on the dozens of sustainability initiatives in progress at Farmer Brothers.

“Right On made the report digestible for people who don’t have knowledge of supply chains, coffee growing, and things like agronomy.”

Daniel Cifuentes
Senior Manager of Sustainability
Farmer Brothers

Content Development

As we wrote the report, we took care to ensure every number was in service of a story. These details gave crucial context to readers and better illustrated the progress Farmer Brothers has made over the years. We balanced hard facts with fun facts we discovered throughout our research to add a splash of levity to the report (Did you know that coffee growers sell their product by the “carga,” which is roughly equal to how much a single mule could carry having one bag on each side?). The final report tells a story of a brand using its leadership position in the industry to inspire their partners and suppliers to do right by the planet and each other.

CONTENT AMPLIFICATION

By being choosy with what content made it into the report — prioritizing the big wins and human stories behind Farmer Brothers’ sustainability efforts — we were able to make it approachable to anyone who encountered it. But as a publicly traded company, Farmer Brothers’ shareholders need precise disclosure details and data. To serve their needs, we worked with Farmer Brothers’ sustainability consultancy, Quantis, to edit a variety of GRI Material Issue Briefs, which gave technical audiences the ability to dive deeper into program specifics. By editing the Briefs to align with the Farmer Brothers brand voice, they felt like a natural extension of the report — and a logical continuation of Farmer Brothers’ sustainability story.

“The feedback has been overwhelmingly positive. Sales reps use the report to pitch to customers and win new business. It’s opened new doors for us with customers and investors alike.”

Daniel Cifuentes
Senior Manager of Sustainability
Farmer Brothers

LEAD FROM THE FRONT.

Farmer Brothers is way ahead of the curve when it comes to sustainability reporting. For over a decade, we’ve helped them communicate their goals and the progress made towards those goals. As competitors ramp up their own sustainability initiatives, they inevitably look at the Farmer Brothers report. What they see is not a simple recording of facts and figures year to year, but a years-long story about making the planet a better place for their farmers, their customers, and all the communities they serve.