I'm applying for the Marketing Executive role. Rather than just sending a CV, I spent a few days reading the brand's content, the Trustpilot reviews, the press coverage and the wider category. The point of this document isn't to tell Field & Flower how to run its marketing. The team clearly knows what it's doing.
The point is to show how I think when I look at a brand I'd love to join, what I'd already recognise as working well from day one, and where I see opportunities I'd want to test with the team in the first three months. None of it is a finished plan. All of it is a starting point for conversation.
From spending a few days with the brand's content and 500+ customer reviews, here are six things I'd want to protect rather than touch. Coming into a new role and immediately pushing to change strong work is a fast way to break something good. These are baseline strengths I'd want to learn from first.
The farmer films on social and the LinkedIn page (Tom and Clare Eames at their Somerset farm raising Red Ruby Devon beef, John Malseed at Frenchbeer Farm in Dartmoor with the Christmas turkeys) are exactly the kind of cinematic, voice-led short-form that the category needs more of. The bar there is already high. I'd want to learn from how those briefs were shaped before I'd suggest any extension.
The campaign turning unused turkey legs into FareShare donations (built by Sam Mahoney, head of food and farming) is a beautifully designed CSR moment: practical, on-brand, addresses a real waste problem, has the right partner, and ties directly to the bestselling Christmas SKU. Now in its 4th year and growing, with 1.5 tonnes of turkey legs purchased and half a tonne donated in 2025. This is mature, thoughtful marketing that doesn't feel like a press release. I'd be careful not to recommend anything that sits awkwardly alongside it.
Reviews mention Stacey, Kim and Tim by name. That's almost unheard of in subscription ecommerce and it's a true competitive moat. Customers feel like they have relationships with the team, not the brand. This is also a marketing asset waiting to be used more visibly outside 1:1 support, with the team's full consent.
Customer reviews from late 2025 mention the new Values Range positively: premium ethics framed with better value. Given the post-inflation UK consumer mood, this is the right product move. I'd want to understand the launch arc and where there's still room to amplify it across channels rather than starting anything new.
The printed cooking guides that go in the box are repeatedly praised in reviews (the bronze turkey instructions specifically). That's a moment where the brand is being genuinely useful in customers' kitchens, and reviews show it lifts repeat orders. This kind of practical content has real commercial value.
The voice across the website, email and social sits in a sweet spot: more contemporary than Donald Russell, more accessible than Pipers Farm, more meat-led than Riverford or Abel & Cole. It feels like a small business, even at scale. That tonal advantage is hard-won and worth defending.
Six patterns I've noticed from the wider category, customer review trends and industry coverage in 2025–2026. None of this is news to the team, but it's the context I'd be operating within.
UK households are cost-aware after the inflation years, but ethical-premium food categories are holding share. The shift isn't away from premium; it's toward "good value within the premium tier". The Values Range positioning catches this exactly.
Across the wider subscription category, customers are tired of rigid plans. Brands winning loyalty are those with the most flexible pause / skip / swap controls. F&F already has this. The marketing question is how loudly it's shouting about it to new prospects.
Pipers Farm, Eversfield, Riverford and others now do farmer content. What sets brands apart is the cinematic quality, the cadence and the storytelling craft. F&F's farmer films are already strong. Worth defending, not chasing.
Flexitarian behaviour is mainstream. Customers eat meat less often but want higher quality when they do. The content angle: position F&F as the meat for the moments that matter — Sunday roast, family dinners, Christmas, gifts — not everyday volume.
Across the category, premium Christmas turkey is the highest-value annual moment and a strong gateway to year-round subscription. F&F's existing Christmas content arc is strong; the operational question is how early it gets going each year.
Consumers in 2025–26 expect operational transparency that used to belong to manufacturing brands. F&F's traceability and welfare story is already a strength. The category challenge is communicating it across channels without it becoming category wallpaper.
These are working hypotheses drawn from public review patterns, not validated personas. I'd want to test them against what the team already knows from internal data. The point isn't that the team doesn't already understand its customers. It's to show how I think about content planning when I haven't seen the data yet.
Mid-life, mid-to-high household income, often family with school-age or older kids. Cares deeply about provenance and welfare. Been a F&F customer for 2+ years and would defend the brand at a dinner party. Quietly proud of supporting British farming.
Often 30s–40s. Recently shifted away from supermarket meat after watching a documentary, reading something, or simply realising they want better. Curious but uncertain. Worried about price, worried about waste, worried about choosing the wrong cut.
Doesn't want a subscription. Comes to F&F for Christmas, for a birthday roast, for a dinner party centrepiece, or as a gift. Tends to return at predictable peaks: Easter, Christmas, summer BBQ, Mother's Day, Father's Day.
I built this list from real customer comparisons in Mumsnet category threads, Trustpilot related-brand data and BBC Good Food meat box round-ups. These are the six UK-wide subscription meat brands that show up repeatedly in F&F prospect and customer conversations. Not the loudest brands in marketing terms, but the ones customers genuinely sit alongside F&F when they're choosing.
| Brand | Based / positioning | What they own in content | Where F&F has the edge |
|---|---|---|---|
| Field & Flower | Somerset. Free-range British meat, sustainable fish, cheese. Flexible subscription. | Named farmers (cinematic farmer films). Heritage breeds. Warm named-staff customer service. Cooking guides. | — |
| Pipers Farm | Devon. Slow-grown native breeds, artisan butchery, family farm. | Founder family story. Nose-to-tail butchery education. Long-form editorial blog. | F&F is more accessible in tone, more flexible in subscription, broader range (fish, cheese, charcuterie). |
| Eversfield Organic | Devon. Soil Association-certified organic beef and grocery. | Organic certification. Rewilding story. Rare Breed Survival Trust partnership. | F&F is more approachable, has stronger consumer brand presence, broader appeal beyond pure organic audience. |
| Farmison & Co | Yorkshire. Heritage British breeds, butcher-direct, chef-led. | Chef partnerships (Jeff Baker). Heritage breed library. Northern food storytelling. | F&F has warmer customer service tone and stronger subscription flexibility. Farmison is more occasional and premium-gift led. |
| Riverford (meat) | Devon. Organic, employee-owned. Veg-first, meat as add-on. | Organic credentials. Founder voice. Big B Corp story. | F&F is meat-first and substantially more flexible. Riverford customer service has slipped in recent reviews. |
| Donald Russell | Scotland. Premium butcher-direct, frozen-led, mail-order heritage. | Royal Warrant. Chef endorsements. Long heritage. | F&F feels contemporary, warm and farm-led. DR feels traditional and slightly formal, with an older audience. |
| Dorset Meat Company | Dorset. Local farm-direct, smaller nationwide delivery. | Single-farm focus. Strong local story. Pasture-fed angle. | F&F offers more variety (fish, cheese, charcuterie), more polished brand presentation, more cinematic content. |
This is a starting view, not a complete map. There are several adjacent brands I'd want to study more closely with proper time: Daylesford Organic (premium full-food gifting), HG Walter (London butcher-direct with strong PR), The Ginger Pig (butcher-chain with strong food press relationships), Fosse Meadows (poultry specialist), Swaledale Butchers (Yorkshire premium), and emerging Substack-led food brands (Wylde Market and similar). Each of these takes a slice of F&F's adjacent audience in slightly different ways. Worth a deeper look as part of the first quarter.
Six things I'd want to test in the first 90 days. I've deliberately mixed the categories (two are content-led, one is email and CRM, one is web and conversion, one is product launch operations, one is PR) to show how I think across the whole marketing mix, not just where the camera is. Each one is sized to be testable in 4–6 weeks. All are conversation starters, not finished plans.
A short repeating vertical Reel (60–90 seconds), published Sunday evening, featuring one rotating team member showing what's going into next week's boxes: which farmer, which cut, what to cook with it, who's it for. Quick, warm, unpolished, ritual.
A small series of 30–60 second Reels and accompanying email pieces focused on cuts that customers tend to avoid because they're unfamiliar: oxtail, ox cheek, beef shin, mutton, kidney, lamb belly. One cut at a time, one approachable recipe, one practical reason to try it.
From reading recent Trustpilot responses, Kim and the team have already said they're reviewing the cancellation experience and looking at improvements. That's exactly the right call. The marketing question I'd be useful on is the content layer of whatever the new flow looks like: what does the customer see, read or hear at each step, and how do we make those touchpoints feel like F&F rather than a generic "save the customer" sequence.
An honest look at what someone sees when they land on the F&F homepage for the first time, from a Google search, a press mention or a friend referral. Is the dominant message the 6-months-free-delivery promo, or the farm-first value story? Test running the value story as the lead with promo as secondary, and measure signup rate against the current setup.
The Values Range launch is a good example of a good product move. The question isn't whether the launch was right; it's whether the marketing rollout was as deep as it could be. I'd build a repeatable launch playbook for future product or range launches: pre-launch email, social tease, website banner, dedicated landing page, packaging insert, PR send-out, customer review push, and post-launch performance read.
Not a wide PR push. Five specific, ongoing relationships with publications and newsletters where F&F's audience already reads: BBC Good Food (already favourable), Olive Magazine, Delicious, The Guardian Feast, plus one or two well-chosen Substack food newsletters. Build a regular product send-out programme, recipe seeding, and quotable seasonal stories.
I own a full professional production kit: Sony FX / Canon R5 / BMPCC bodies, lighting, audio (microphones and recorders) and lenses. Practically, that means for content the role would normally need to brief out to a freelance crew (farm visits, in-kitchen shoots, product photography days, social Reels, behind-the-scenes content), I can do most of it in-house without renting equipment or commissioning external crew.
For a small marketing team with a content-heavy brief, that's a real budget difference. Day rates on freelance video shoots in the South West typically run between £600 and £1,200 once equipment, kit hire and a small crew are added up. Even four or five in-house shoot days a month is a meaningful saving against the equivalent external commission, while keeping content closer to the brand and faster to turn around.
It also means weather windows and last-minute "the farmer's free on Tuesday" moments are easier to catch. Freelancers need to be booked. I'm already in the car.
This is genuinely a sketch, not a plan. It assumes I'd want to listen and learn first, then test small things, then build. Open to having all of it reshaped by what the Head of Growth and the wider team already know and have planned.
Sit with the customer team to understand what's actually working. Read the last twelve months of email and social analytics. Visit two farms with a notebook before a camera. Walk through the cooking guides. Build a working sense of the existing content calendar and what's planned. Get to know the brand voice from the inside, not the outside.
→ Output: a calm content audit and three quick wins.
Pilot the two lowest-risk ideas. Likely candidates: the "What's coming in the box" Sunday Reel because it's quick to start and immediately useful, plus the first-time-visitor landing page A/B because it's a measurable conversion test. Measure honestly. Adjust. Bring the team in on what's working before scaling anything.
→ Output: two pilots live, one honest read-out.
Start production on the "Cuts you might be skipping" series and seed the first PR relationships. Begin shaping the autumn Christmas content brief alongside the team so it has time to breathe rather than getting rushed. Use what the first two pilots taught to refine the calendar.
→ Output: third piece in production, Christmas framework drafted.
Everything above is based on public information, brand content and customer reviews. There are several places where my thinking would change once I had access to the data, the team and the existing roadmap.
The three audience types are working hypotheses, not validated personas. F&F's actual buyer data, repeat-purchase patterns, basket sizes and lifetime value would reshape this picture significantly.
The content calendar already exists and a lot is committed. My ideas would need to fit alongside what's already planned, not replace it. I'd want to spend the first weeks understanding the rhythm before suggesting changes.
I've assumed access to a small freelance roster (designers, food stylists, copy support) where needed. With my own kit, video and photo capacity is mostly in-house, but external help still matters for design, copy and bigger shoots.
The "smart pause sequence" idea assumes the current email platform supports automation with conditional flows. If the setup is simpler, that idea adapts or waits for the right tooling.
The Head of Growth will have a clear view of which audiences matter most this year, which products carry highest margin, and which moves the business cares about most. My six ideas would re-prioritise once those are clear.
Some ideas involve the customer or operations team showing up on camera. That's a conversation, not a marketing decision. I'd never push anyone into being on camera who doesn't want to be.
A small selection of food-related projects across photo, video, social content and brand storytelling. Image placeholders mark where I'd add stills and clips during interview or follow-up. Everything below is real work I led or directed.
SeeJee Ltd · UK · 2025
Photography, video and copywriting for the kitchen's seasonal menu. Worked closely with the head chef on plating, lighting, styling and the words alongside each dish. Output used across menu, social and website.
[ Image placeholder — food photography stills from the shoot ]Kukuruza Production · Rozetka, Tefal · 2019–2022
Led short-form recipe content, viral social videos and product-led editorial. Worked weekly with a chef on recipe development, plating and camera-ready cooking. Combined performance content with brand-tone editorial.
[ Image placeholder — stills from chef-led recipe videos and viral pieces ]Kukuruza Production · 2020–2021
Directed a documentary-style film for a pork producer covering the full production cycle, from farm through to finished product. Used for the brand's internal and B2B communications. Taught me how to film farms respectfully without making them feel like a photoshoot.
[ Image placeholder — stills from the farm-to-product documentary ]Kukuruza Production · 2019–2022
Food presentation content for restaurant clients including menu shots, 360° dish videos and short-form social content showcasing chef craft. Worked on plating, lighting, mood and the cinematic style of contemporary food video.
[ Image placeholder — restaurant menu photography and 360° food video stills ]SeeJee Ltd · UK · 2025
Developed a content strategy, long-term content plan and brand messaging for a UK private dental clinic, working closely with the founder. While not food, this is a recent example of UK brand work translating strategy into practical implementation.
[ Image placeholder — content strategy and brand work samples ]Kukuruza project · 2020–2021
Built the content marketing function from scratch for a consumer electronics ecommerce brand selling on Amazon. 100+ SKUs, 500+ SEO-focused copy pieces, full editorial standards and process design. Closest analogy to a multi-channel ecommerce content role.
[ Image placeholder — content samples and process documentation ]I'm a creative marketing professional with 15+ years across content, video production and brand storytelling, including more than three years working with UK clients. Originally from Ukraine, now based near Bristol.
I've spent most of my career sitting between strategy and execution, especially in food and consumer brand work. I'm hands-on with a camera, comfortable writing copy that sounds like a real person, and genuinely happy on a farm or in a kitchen with a chef.
I came across Field & Flower because the brand keeps appearing in conversations and reviews I read for fun. The work this role involves (content, social, photoshoots, email, briefing freelancers, working closely with a Head of Growth) is what I already do most weeks. The product, the values and the team are the difference.