Following consultation with stakeholders and consumers, the refreshed logo instantly connects farming and the environment, with a new, dynamic, and generic farming image that is clearly identifiable on pack and relatable to consumers.
Speaking on the logo refresh Tom Green, LEAF Marque Chairman said:
“We are extremely proud to introduce our new LEAF Marque logo. It reflects and celebrates a time of unprecedented growth and uptake, driven by an increasing number of retailers choosing to advance their sustainable farming commitment through LEAF Marque certification.
“LEAF Marque has entered a new era and we expect uptake of LEAF Marque across the retail sector to continue. The new LEAF Marque logo makes a bold and ambitious statement of change. It is an evolution of our old logo, reflecting where LEAF Marque is now, where it is heading and what it stands for. It is a strong and simple visual that is clearly identifiable on pack, applicable to all farming sectors and crucially, relatable to consumers.”
LEAF Marque has been run by LEAF since 2002 and currently operates in 19 countries worldwide, covering all farming sectors - arable, livestock, horticulture, flowers, and ornamentals. In the UK, some 48% of fruit and vegetables are grown on LEAF Marque certified businesses with an ambition to increase this to 85% by the end of 2024. LEAF Marque is underpinned by the sustainable farming principles of Integrated Farm Management, a holistic and whole farm approach addressing environmental, economic, and social sustainability.
It encourages incremental improvements across soil and water management, nature conservation, energy efficiency, waste management, crop health, animal husbandry and community engagement.
LEAF Marque currently works with Waitrose, M&S, Lidl, Tesco, Jordans and Quaker Oats as well as a number of independent food brands.
Clare Mike, LEAF’s Director of Business Development added:
“Climate change, population growth, resource protection and increasing political uncertainties are concerns shared by farmers, consumers, and retailers. LEAF Marque offers a credible, independent, and evidence-based environmental assurance system to drive forward stronger connections between farmers, consumers, and the wider supply chain.”
“Building on the long-term commitment of Waitrose, who were the first supermarket in the UK to adopt LEAF Marque, more and more retailers are choosing LEAF Marque to demonstrate their sustainability commitments to their customers. This is a hugely significant and transformative moment, not only for LEAF Marque but also for the acceleration of more resilient, climate positive and nature-based farming with engaged consumers driving positive change.”
The new LEAF Marque logo will be rolled out over the next 18 months to avoid incurring waste on existing packaging. During this time, certified growers will be asked to update to the new LEAF Marque logo at the time of package redesign. On websites, businesses will be encouraged to update the LEAF Marque logo as soon as possible.