A free workshop will help food businesses understand the importance of branding and packaging.

The event, on September 28, is organised by, the Department of Environment, Food and Agriculture as part of its ’food matters’ strategy.

It will be run by Peter Greenlees, a member of the island’s Agricultural Marketing Society and founder and creative director of DNA Brand & Design, which has worked for brands including Cadbury, Asda, Golden Wonder, Heinz and Birds Eye/Walls.

Topics will include creating a brand; the importance of provenance; creative principles that match consumers’ purchasing decisions; knowing your market; telling your brand story; and visual identity, brand expression and styling.

Peter will also discuss how to bring the building blocks of your brand to life through promotions, web, social media, public relations, content marketing, point of sale, advertising.

DEFA Minister Geoffrey Boot MHK said providing practical support to producers was a key part of the ’food matters’ strategy.

’Our food and drink producers have great products but if they don’t position them right in the marketplace, their endeavours are wasted,’ he said.

’This branding and packaging workshop will help producers to connect their product with the public in imaginative ways and will further strengthen the island’s reputation in this sector.’

DEFA launched an Isle of Man food provenance label to help produce stand out from the crowd. And it organises and supports events to showcase Isle of Man food and drink.

The workshop takes place between 6pm and 8.30pm at DEFA’s headquarters, Thie Slieau Whallian, St John’s.

To book a place, email [email protected]