Stonemill Bakehouse

Sharing Stonemill’s Sustainability Story

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The Challenge:

The Stonemill Bakehouse is a leader in Ontario for health and well-being breads. In 2012, the bakery set out to be a catalyst for the re-creation of a local supply chain, since many ingredients for bread are sourced from western Canada, or even abroad. To this end, the company purchased a 100-acre farm in Prince Edward County with the goal of growing its own grain, and developing partners with other farmers to encourage them to as well. By 2018, Stonemill aims to contract more than 2,000 acres for sustainable and GMO-free grains in collaboration with local farmers and thereby greatly reduce CO² emissions associated with the transport of grain from the Prairies.
Felicity was tasked with galvanizing like-minded media, influencers and stakeholders behind Stonemill’s quest to source local and sustainable ingredients, while introducing the brand’s new Prince Edward County Rye Bread.

The Solution:

The Felicity team aligned Stonemill with well-known local food activist Jamie Kennedy, and planned a special event to share Stonemill’s inspiring story. Various influencers including journalists and bloggers spanning the food & nutrition, business & marketing, trade, environment and corporate social responsibility sectors, were invited to attend.

The Results:

The team nearly doubled its event attendance goal, by attracting 33 key media, influencers and stakeholders. While earning media coverage was not an explicit goal for this event, key journalists and bloggers were inspired to share the Stonemill story, and a solid foundation of media relationships was built in advance of the launch of the Prince Edward County Rye Bread.