# Farm-Inspired Product Branding The New Tesco Farm Brands Take a Provenance-Style Approach By Michael Hemsworth | Published 2016-03-24 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/product-branding References: [marketingmagazine](http://www.marketingmagazine.co.uk/article/1388551/tescos-made-up-farm-brands-tricking-consumer-smart-move) & [tesco](http://www.tesco.com) In-store brands are sometimes associated as being the less-than option, but the new product branding of [Tesco](https://www.trendhunter.com/trends/gifting-range) items look to change this. The new provenance-inspired brands use fictional farm names to help link a product with a certain idea or ideal. This new branding effort, although questioned by some, identifies the brand's increased effort to revamp the [value products](https://www.trendhunter.com/trends/tesco-everyday-low-prices). Many different consumers are shifting their focus from being brand-driven, to more lax and focused on value. Generic in-store product branding is becoming more attune to this shift, as seen here with Tesco, to offer consumers a high-quality alternative that's cost-effective. The rising cost of food on a global scale could see more consumers shifting towards value brands as a way to cut savings. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 35% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Provenance-inspired Branding:** Create provenance-inspired branding that uses fictional farm names to link a product with a certain idea or ideal. - **Value-driven Consumerism:** More consumers are shifting their focus from being brand-driven to being more focused on value, creating an opportunity to offer a high-quality and cost-effective alternative. - **Generic Product Branding:** Generic product branding is becoming more prevalent as an alternative to brand-driven consumerism. ### Industries Being Reshaped - **Retail:** Retailers could benefit from creating their own provenance-inspired brands to compete with established brands. - **Food and Agriculture:** The rising cost of food on a global scale could create an opportunity for the food and agriculture industry to invest in value brands to cater to cost-conscious consumers. - **Marketing and Advertising:** Marketing and advertising agencies could help retailers and manufacturers create and market their own provenance-inspired brands to appeal to more value-driven consumers. ## Related on Trend Hunter - [Affordable Off-Brand Products](https://www.trendhunter.com/trends/unitas.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Premium Protein Rebrands](https://www.trendhunter.com/trends/grass-rooted.md) - [Private Label Gift Ranges](https://www.trendhunter.com/trends/gifting-range.md) - [Sophisticated Supermarket Sub-Brands](https://www.trendhunter.com/trends/exceptional.md) - [Private Label Easter Treats](https://www.trendhunter.com/trends/tesco-easter-eggs.md) - [Nutrition-Focused Protein Product Branding](https://www.trendhunter.com/trends/pure-protein-branding.md) - [Private Label Wagyu Products](https://www.trendhunter.com/trends/tesco-finest-wagyu.md) - [High-Protein Private Label Products](https://www.trendhunter.com/trends/tesco-high-protein-range.md)