Overhauling the marketing story for her family's free-range egg farm has been a labour of love for Lincoln University graduate Anna Craig.
After finishing up at uni last year the 23-year-old has returned home to the 450-hectare property at Herbert in North Otago to have a more hands-on role in the business.
Anna Craig Photo: Cosmo Kentish-Barnes
"So I'm Bowalley Free Ranges's marketing and brand manager... but on the arable side during harvest, I'll be helping with the cropping, as well as the day-to-day management up here (at the free range poultry farm), so a very varied role!" she says.
Photo: Rachel Wybrow Photography
Her degree in agribusiness and food marketing has already come in handy as it's helped her understand consumer demand.
"I felt that there were lots of characteristics our farm had that not a lot of other farms had, and I really wanted to sell the story to the consumer, so that's where the idea for Bowalley Free Range came about".
Bowalley is the name of the road the farm is on. They were previously sold using the 'Pams Free Range' and 'New Day' names.
The Craig family Photo: Supplied
Anna says the biggest challenge during the re-branding process was making decisions.
"I did get sick of font and colours and story and values ... every single component was so important but there were so many decisions to make, so there was a lot of pressure around doing that."
Bowalley Free Range eggs are now sold in supermarkets throughout the South Island.
Anna's chooks Photo: Cosmo Kentish-Barnes
