Iris wins the Sustenir Agriculture business

Iris has won the account for sustainable farm Sustenir Agriculture.

The agency will manage the brand strategy, creative execution and product innovation, besides helping Sustenir’s upcoming launch in Hong Kong.

The announcement:

Iris has won a competitive pitch for Sustenir Agriculture, a sustainable farm that is spearheading the future of food and farming innovation in Asia.

Launched in 2013, and based in Singapore, Sustenir aims to bring “impossible crops in impossible places” by producing non-native plants locally through hydroponic and CEA (Controlled environment agriculture) methods, to reduce the ecological footprint that comes from transport and food waste.

Having expanded their Singapore operations, Sustenir are now set on launching urban farms across Asia. First in their category, their produce currently includes Singapore-grown kale, lettuce, arugula and basil. Most notably in 2018 Sustenir successfully grew Singapore’s first-ever home-grown strawberries.

The vertical farm enterprise was seeking a one-stop shop as its agency-of-record in April this year and Iris was awarded the AOR following a 5-way pitch.

The agency will be responsible for managing Sustenir’s brand strategy, creative execution and product innovation. Iris will also help Sustenir expand into Hong Kong when it launches later this year.

Commenting on the win, Sorcha John, managing director of Iris Singapore said: “Asia has lagged behind the rest of the world in their adoption of sustainable practices; Sustenir are here to change that. A visionary brand, shaping a new culture of accessible sustainability through advanced technology, they are enhancing the lives of consumers through their range products and services. As a team their mission refuses to compromise on quality, innovation or impact, and in that we’ve found a partner that lives our philosophy of forward in everything they do.”

She added: “We’re excited to work together with Sustenir and grow the brand to it’s fullest potential.”  

Benjamin Swan, co-founder of Sustenir, said: “We chose Iris for their passion and shared vision of building the future. Their serious depth of capability in areas of creative, brand strategy, innovation and design convinced us that they were the only agency for us. We look forward to a long partnership with them as we continue to expand across the region.”

Source: Iris press release


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