We’ve launched a completely new look for the Cleaver’s brand.
The brand’s appearance has been updated to make it easier to spot in the store and easier to identify how your product was produced.
We know consumers want meat without GMOs, antibiotics, synthetic chemicals or added hormones. They also want it to be free range. Unfortunately many are confused, unaware that you automatically get all of that when you buy a certified organic product.
The new Cleaver’s labelling addresses this key point of confusion directly.
The new packaging for the Cleaver’s certified organic range will be sold under distinctive green ‘Certified Organic & Free Range’ branding. It expressly states that the certified organic meat in the package is also free range. Many consumers are unaware that meeting an organic certification requires raising the animals in a free range environment.
All of Cleaver’s beef and lamb will carry the green ‘Certified Organic & Free Range’ branding. The beef and lamb will also have a large ‘grass fed’ sticker to help remind consumers that it was entirely raised the natural way – wandering about in a paddock.
Separate red branding will identify Cleaver’s ‘Certified Free Range’ products that are not also organic.
We believe the new branding will help consumers to easily identify the clean and humanely produced meat with all of the benefits they are looking for.
Be sure to look for the new packaging on the shelves.