About Farmer Lee Jones

The Chef’s Garden is the overarching brand that houses the direct-to-chefs and restaurant business as well as the DTC house, Farmer Jones Farm at The Chef’s Garden, for home delivery and farmer’s markets. The Chef’s Garden has been regeneratively farming their land for upwards of 30 years. These regenerative practices make their vegetables up to 200-500x more nutritious (according to third party testing). Along with their fresh produce delivery service, they offer tours of and stays at the farm through the Culinary Vegetable Institute.

4.51

Billion Online Readership

3.65

Million Estimated Coverage Views

71

Average Domain Authority

34

Pieces of Coverage

Their Challenge

The Chef’s Garden wants to grow their home and restaurant delivery business by establishing themselves as the go-to experts in flavorful and nutritious vegetables. The release of The Chef’s Garden cookbook tells the story of the farm and Farmer Lee Jones, who aims to be the reliable source of all things regenerative farming and growing vegetables. They compete with other meal and grocery delivery companies like Hello Fresh, Misfits, Farm Fresh Direct, and Blue Apron.

Our Challenge

As a result, the Dunn Pellier Media team was challenged to develop an effective media relations strategy and message points, helping The Chef’s Garden tap into its uniqueness as a raw, not pre-prepared delivery service in that crowded marketplace. DPM also faced the task of generating buzz around healthy eating and the benefits of regenerative farming practices. Regardless of these obstacles, DPM remained steadfast in its efforts to secure top-tier editorial coverage for the brand.

Goals

Generate Brand Awareness, Secure Online Editorial Coverage and Interviews

  • Garner online editorial coverage of Farmer Jones Farm veggies boxes in lifestyle, wellness, and health outlets
  • Secure interviews for Farmer Lee Jones
  • Generate brand awareness through getting Farmer Jones Farm veggies in the hands of writers and editors
PR Strategy

Three-Prong Approach with In-depth Research and Strategic Thinking

Build brand affinity

Feature stories, writer reviews, and gift guides

Position the brand’s face – Farmer Lee Jones – as a renowned expert in the regenerative farming and vegetable space

TV interviews, expert commentary, podcasts

Highlight the uniqueness of The Chef’s Garden farming practices

Veggie health highlights, book features

Results

Our Results

Despite the challenges presented above, Dunn Pellier Media was able to reach our media goals while maintaining open lines of communication with the client and actively pursuing their requests.  We secured coverage at top online outlets and DMAs that included The Chef’s Garden as a leading delivery service of healthy vegetables, includingFood and Beverage Magazine and several placements with Prevention.  Another highlight of this campaign was DPM’s ability to get vegetable subscription boxes into the hands of writers and editors at top outlets. Our biggest success for the campaign was succeeding in securing their goal of a Good Morning America segment with Farmer Lee Jones.

Media Coverage