Life & Soil Magazine

The Challenge

We identified an opportunity to showcase brands and inform customers of the work the Farm Retail Association carries out to protect and preserve British food culture.

The biggest print magazine circulations belong to Tesco, ASDA and Waitrose. In other words, the free supermarket glossies are the most influential B2C publications in the UK. Life & Soil can enjoy similar influence in a rapidly growing sector.

167 farm shops are members of the Farm Retail Association
9/10 farm shops have had a 92% rise in customers since the pandemic
The estimated combined annual footfall of FRA member farm shops is 14 million
16 farmers’ market members run approx 1,000 markets a year between them, attracting 2,000 average annual customer footfall

The Results

We created a brand new quarterly customer facing magazine for The Farm Retail Association. It is an exciting opportunity to put brands directly in the hands of farm retail outlet customers.

68 page glossy, lifestyle magazine
Distributed by the farm shop members of the FRA
Projected 200,000+ circulation

Life & Soil is packed with gorgeous imagery, essential information and inspiring articles:

Interviews with fascinating folk on interesting topics
Spotlight on farmers’ markets
Features on leisure activities and family fun
Features on food, crafting and growing, highlighting farmers’ expertise
Additional features on seasonal foods and recipes
National and regional events for families
A directory of member farm shops and farmers’ markets

Consumer Magazine Publishing

Farm Retail Association

The Challenge

The Results