UPP’s Post

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We love the message in Chris Van Tulleken's book ‘Ultra Processed People’ (https://lnkd.in/eSjyuBV3) It did however give us a problem. What we do is take broccoli ‘side stream’ and turn it into highly nutritious, hypoallergenic, sustainable plant protein in several forms that can be included within many foods (burgers, sausages, breads, cakes, sauces, smoothies, soups) as an ingredient. The only problem is that when the company was incorporated in 2022 it was christened ‘Upcycled Plant Power (‘UPP) Limited’ and the domain ‘www.upp.farm’ taken. Upcycling is a great thing, so you can see why this was chosen. But it was chosen before Ultra Processed People was published in 2023. So ‘UPP’ for people interested in health and nutrition has a very bad connotation. Doh! UPP absolutely buys in to the message of reducing the use of ultra processed foods to improve health, but Chris van Tulleken unwittingly trashed our brand (for which we obviously forgive the good Doctor). So we have to re-brand, to be fair we were always going to have to – despite the Automated Selective Harvester we are producing to secure proprietary access to feedstock, most of our revenues will come from protein sales, thus ‘.farm’ is not really representative.  So, what can you do to help? Great question. We were looking for a name that resonated with the target brand values: Clean & natural; Fair & trustworthy; Healthy & nutritious; Environmentally positive; Hypoallergenic; Low-processed; and, Locally produced. Finding such a brand is hard, so we looked to mythology for inspiration. Demeter, was the Olympian goddess of the harvest and agriculture, presiding over crops, grains, food, and the fertility of the earth, but a bit close to Harry Potter’s ‘dementors’. Priapus, a fertility god, was a no-go. In Norse mythology, Freyja (Old Norse "(the) Lady"), was a god of love, beauty and fertility. She was often depicted associated with boars - creatures that represented both her connection to fertility and the untamed aspects of nature. We thought that Freyja could be the brand we seek, although we recognise that she, like many Norse gods, is not free from a bit of controversy viewed through today’s lens! And, in fact it was her brother Freyr who was the god of agriculture. But that the spelling of his name could cause communication issues, so we chose the anglicised version of his sister Freyja, or ‘Freya’, not least as we wanted a ‘mother nature’ iconography. Fortunately ‘www.freya.food’ is available and we now have it. So, can you help us avoid a naming failure (https://lnkd.in/eRE98VfR). What are your thoughts on this new brand? And also, can you let us know your thoughts on the proposed logo options?

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