Maria Moriarty Eames, Head of partnerships, Marketing Lancashire
BUSINESS AMBASSADORS
LEAD THE WAY Lancashire has never been short on ambition. It is part of the character of this county, in our businesses, our communities and our people.
The Lancashire Ambassador Programme brings together leaders from organisations including BAE Systems, Booths, Conlon Construction, Forbes Solicitors, GA Pet Food and Qwala, championing Lancashire on the local, national and international stage. They work with Marketing Lancashire to showcase the county’s strengths, celebrate its achievements and raise its profile with new audiences.
THE LION ROARS
Lancashire based grocer Booths has launched an initiative to highlight its family credentials as it looks to grow sales of its own brand goods.
The business, which can trace its roots back to 1847, has launched a ‘brand refresh’ that stresses its heritage as the UK’s oldest family grocer, along with the quality of its offering and its Northern roots.
It says the evolved brand introduces a more contemporary and confident identity as “the irresistible food and drink specialist.”
The refreshed identity also includes a more prominent use of the iconic Booths lion logo to reinforce the heritage, trust and quality associated with the grocer, which has 25 stores across Lancashire and the wider North of England.
Its new “The Family Grocers” tagline has been created to reflect its’ connection to customers, colleagues and producers, while reinforcing its role at the centre of ‘food-loving communities’ across the North.
The Preston headquartered retailer has also revealed it is exploring opportunities to expand distribution of its Booths brand ranges including ready meals, butchery, tea and coffee, wine and craft beers, beyond its physical stores.
Emma Booth, chief brand officer and a sixth generation family member, said: “We see a significant opportunity to take what makes Booths special and share it with more customers beyond our store estate.
“This evolution gives us a clearer and more
confident platform to grow the brand into new channels and markets, particularly through our Booths brand ranges, while staying true to the quality and provenance that have defined Booths since 1847.”
“Booths has always been about more than just food and drink. It’s about people, producers and the communities we’re part of.
“This evolution is about expressing more clearly the warmth, care and character that have always sat at the heart of Booths, while finding new ways to share that feeling with more people.”
The evolved brand identity will roll out across stores, packaging and digital platforms throughout the year.
Booths unveiled a new executive leadership structure earlier this year, aimed at supporting its next phase of growth.
Edwin Booth continues in the role of chairman with the new team leading the day-to-day running of the business under chief executive Nigel Murray.
Speaking at the time Edwin said: “Looking to the future, we are keen to realise the potential for the Booths brand and the love it evokes across the country.”
Nigel Murray added: “We have untapped potential within our brand reach and also our manufacturing base.
“There are significant opportunities in new markets and with new customers for what we make and develop, be that through other businesses or direct to consumers.”
LANCASHIREBUSINES SV
IEW.CO.UK
This is not just about raising Lancashire’s profile. It is about leadership, pride in place and collective effort to highlight the innovation, resilience and opportunity that define the county. Lancashire Ambassadors use their experience and connections to tell Lancashire’s story as an outstanding place to live, work, study and invest.
Here, some of them share why they got involved:
Pauline Wild, managing partner at Forbes Solicitors, says: “I genuinely believe in the strength of this county and the people who make it what it is. The Lancashire business community is something truly special.”
Nigel Murray, chief executive officer, Booths, says: “Lancashire has an incredible heritage, particularly in food and farming, and I’m proud that Booths plays a part in championing that.”
Roger Bracewell, chairman of GA Pet Food, says: “For GA Pet Food, being a Lancashire Ambassador is a reflection of our heritage, our people and our commitment to the future of the county we are proud to call home.”
In the months ahead, you’ll hear more from them. Different perspectives, shared intent. This is about recognising the role we all play in shaping a prosperous Lancashire.
If we want Lancashire to compete, to attract and to grow, then we all have a part in telling that story.
For more information visit –
marketinglancashire.com
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