Re-branding with a Difference: Quinola Launches Quinoa Grains Range Focusing on their Disabled Packers.

Quinola are set to launch their rebranded range of quinoa grains in July. Quinola's new packaging focuses on the people with learning disabilities that pack these grains. Each pack will feature a portrait of a different worker amongst the 21 people working in the Le Havre workshop in France. With a brand-new look they are making products that really are better for everyone.

Quinola has always worked with a social mobility program in Le Havre to pack their grains. With this rebrand they really want to shout about it, it is just one part of their Generous Revolution, focused on celebrating the workers with learning disabilities that pack their grains with love and care.

• Only 5.6% of adults with learning disabilities are currently in work?
• 1 in 3 adults with learning disabilities feel that they are discriminated against.

Currently Quinola work with 21 people with learning disabilities in a workshop in Le Havre. They aim to double this number by 2023. The workshop adapts each role within the workspace to the individual worker. Each person is given a role that suits their needs, there is also an on-site medic and the ability to move within their roles if they find they want to try something new. What is most striking when you visit the workshop is the incredible pride that each worker has for the work that they do.

Focusing the on-pack attention onto these workers aims to highlight that businesses can fight for social justice and equity across all aspects of their business and production line. The range will introduce consumers to Karine, Patricia, Sebastien and David, with hand-drawn portraits of each worker featured on different packs. Quinola believe in being radically generous to everyone, they believe these people deserve wider recognition for the work they do and wish to inspire other brands to think differently about their business models. Quinola pride themselves on knowing every member of staff that work on their grains, as well as the farmers that grow the grains in Peru.

The grains in the packs themselves are Peru's finest. Grown organically and Fairtrade certified, Quinola ensure that farmers receive a minimum price of 2600$ for their quinoa, compared to a changeable market price closer to 2000$. They pay an additional Fairtrade Premium to help the farmers improve their crops, sustainability and livelihoods. To date over 300,000$ of Fairtrade Premium has been paid. The range boasts a variety of quinoa grains - from soft, delicate white grains that have been voted the best in Peru, to a richer and complex flavour in their red grains.

This rebrand will also see the launch of Quinola's first fully recyclable packaging. Committed to always improving, Quinola's new grains packaging is made of a single material plastic, a soft plastic packaging that can be recycled in supermarkets across the UK. This marks a move to single plastics that are much easier to recycle than previous complex materials made from multiple plastics. The packaging is also certified plastic neutral by RePurpose Global. Ensuring any plastic used in their packaging is removed from the environment through the funding of a recycling program in India that diverts plastic from landfill to be used as a replacement for coking fuel in factories.

They are one of the first brands to use a Nutriscore on the front of packs. Consumer research has shown that very few consumers understand the current traffic light system being used in the UK. The Nutriscore is a far simpler way of communicating the nutritional value of products. It has currently been adopted by seven European countries. There is no perfect way of simply communicating the relative healthiness of a food product, but Quinola feels that the Nutriscore is a big step in the right direction and have therefore chosen to use it.

About Quinola:
Quinola are here to change the world with their products. They want to make eating right easier for everyone. They make products that are good for you, good for the people that pack them, fairer to farmers and better for the world. All their products are 100% plant-based, allergen-free and tasty. Their packaging is certified plastic neutral, and they offset their maritime carbon emissions.

For more information visit www.quinola.com

Contacts:

Leonie Hodgkin, Communications & Consumer Marketing Manager
leonie@quinola.com,  +44 7309 689845

Laura Lechevalier, Head of Marketing & Communications
laura@quinola.com, +44 7453794201

James Livingstone-Wallace, Founder
james@quinola.com, +33 (0)6 38 63 17 76

Pierre Ruffi, Sales and Operations Director
pierre@quinola.com, +33 (0)6 59 59 49 23