Jul 7, 2020
ROAD wins health food industry brief
ROAD is thrilled to have been appointed by the Health Food Manufacturers’ Association (HFMA) as its new retained communications partner. The appointment follows a competitive pitch around a brief to re-energise the HFMA’s social, digital and PR presence.
The HFMA represents the interests of manufacturers and suppliers in the natural products sector; its 125 members include companies such as Holland & Barrett, Vitabiotics and Nelsons.
“We have an incredible opportunity to communicate the value that the HFMA’s membership has to offer,” said Paul Jarman, MD of ROAD. “There is so much scientific understanding and advice available as to the benefits natural products deliver, not just for our personal wellness, but also to the broader public health.”
“It’s our mission to help consumers access this advice and ultimately start to build a lifelong relationship with natural health brands.”
The HFMA was instrumental in lobbying the Government to keep health stores open, and the supply chain that feeds them, during the COVID-19 lockdown period. In doing so, the UK authorities were acknowledging the exceptional role that health food retailers and suppliers of natural health products and food supplements play in helping maintain the good health of the nation.
“Our members play a crucial role in helping to improve public health,” said Graham Keen, the HFMA’s Executive Director. “Close to 70% of the adult population - over 40 million consumers - now take food supplements, over half of them on a weekly basis. Perhaps in the past we have been undervalued and misunderstood as a sector, but the Government now clearly recognises the important role we play. It’s my firm belief we have so much more to offer as an industry, and we believe the excellent team at ROAD will help us to achieve this.”