Riverford, the original veg box pioneers, have always been miles ahead when it comes to doing business the right way. They were early into organic farming, early into delivering straight to people’s doors, and way ahead of the curve on ethical business.

I worked with Riverford as a copywriter at Big Fish, helping to keep their voice alive across everything from press ads to web copy.

It was all about capturing their passion for flavour and their belief that good food should do good too. Every line needed to sound as fresh, grounded and full of character as the veg itself – reminding people that caring about what you eat starts with caring about how it’s grown. Or, as Big Fish put it on Riverford’s behalf: life on the veg.