Rebranding for wholesaler success
Maria and Nick founded Bush Barn Farm, crafting cordials from their own elderflowers and elderberries. Wholesalers loved the product, but the packaging didn’t reflect its premium, farm-grown story – prompting a rebrand that helped the business grow.
Hello, Maria. Can you start by telling us a bit about how the Bush Barn Farm brand came to life?
Bush Barn Farm began quite naturally from our organic family farm near Robertsbridge in East Sussex. My husband Nick and I grow elder trees on 10 hectares, and we started by simply harvesting and selling fresh elderflowers and elderberries. But we saw an opportunity to create something more – to capture the essence of our farm in bottles that could be enjoyed year-round. That’s how our cordial range was born. It felt like a natural progression from farming to crafting, using only what we grow ourselves and keeping everything as pure and authentic as possible.
Had you had any prior experience with product-based businesses or building a brand before launching Bush Barn Farm?
No, we came into this purely as farmers! We knew how to grow and harvest, but building a brand and navigating the food and drink industry was completely new territory for us. It’s been a steep learning curve – from understanding food regulations and packaging requirements to figuring out pricing structures and wholesale relationships. Every step has been an education, but our farming background gave us one crucial advantage: we understand quality ingredients and aren’t willing to compromise on that.
What motivated you to approach wholesalers, and how did you initially make contact?
We realised early on that to make the business viable, we needed to reach beyond local farm shops and delis in our local area. Wholesalers were the gateway to wider distribution. We started by researching which wholesalers worked with similar artisan brands – companies like CLF, Mahalo, Artisan Food Club and Love4local. Initial contact was primarily through email, sending our product information and samples.
How did you determine which wholesalers were the best fit for your brand and product type?
We looked for wholesalers who already worked with premium, artisan food and drink brands rather than mass-market products. We studied their existing portfolios – if they carried brands like Belvoir or other craft cordials, we knew they understood our market. Geography was important too; we started with regional wholesalers who understood the value of local Sussex produce before expanding further. We also considered their customer base – were they supplying the types of independent shops, delis, and farm shops where our products would naturally fit?
Before reaching out to wholesalers, what kind of materials or resources did you prepare?
We prepared a comprehensive trade pack including product samples, a detailed product sheet with our full range and wholesale pricing, our brand story emphasising our organic farm and farm-to-bottle process, and professional product photography. We also highlighted our awards and certifications. Having competitive pricing ready was crucial – we had to ensure our margins worked while still being attractive to wholesalers and their customers.
What were the biggest challenges you faced when pitching your products to wholesalers?
The feedback was consistent: while they loved our product quality and taste (we’ve won awards!), our packaging didn’t convey the premium, artisan nature of what was inside. Our original labels looked too homemade, not professional enough to compete on shelves alongside established brands like Belvoir or Bottle Green. The design didn’t communicate our unique story – that we’re actually growing and harvesting our own ingredients on our organic farm. Wholesalers worried customers would overlook us, despite the quality of the product.
After receiving the feedback, you contacted us about your branding. How did you find the redesign process, and how did you ensure the new packaging design aligned with the wholesaler’s expectations?
The redesign process was really collaborative and enlightening. We shared all the wholesaler feedback with you from the start, which helped establish clear objectives. The key was balancing our authentic, farm-based story with a professional, shelf-ready appearance. We made sure to incorporate elements that wholesalers specifically mentioned – clearer flavour differentiation, more prominent ‘organic’ messaging, and a design that would work across our entire range. Throughout the process, we kept referring back to what would work in a retail environment rather than just what we personally liked.
Since launching the rebrand and new packaging, what impact have you seen on the business — from wholesalers, retailers, or direct customers?
The transformation has been remarkable. Wholesalers who previously hesitated are now confident in presenting our products to their customers. We’ve secured new listings we couldn’t access before, and existing stockists report that customers are actually noticing and picking up our bottles more often. The new packaging properly communicates the quality and craftsmanship that goes into every bottle, so customers understand the value they’re getting. Direct customers at farmers’ markets and through our website comment on how professional and appealing the bottles look – they make excellent gifts now, which has opened up a whole new market for us.
Finally, what advice would you give to other independent brands facing similar challenges or considering rebranding?
Listen to your wholesale and retail partners – they know what sells. It’s hard to hear that your packaging isn’t working when you’re proud of your product, but don’t take it personally. View it as valuable market intelligence. Invest in professional design even if it feels like a big expense initially – it pays for itself through increased sales. Make sure your packaging tells your unique story, but in a way that works in a retail environment. And don’t wait too long to make changes – we probably should have rebranded sooner.
