The Brief

As Australia’s leading on-farm assurance provider, Freshcare plays a critical role in upholding quality, sustainability and compliance across the fresh produce and wine grape sectors. In 2024, with a sharpened focus on brand awareness and stakeholder engagement, Freshcare partnered with Sauce to deliver a refreshed organic social media strategy, designed to elevate its voice, expand its reach, and strengthen relationships across the value chain. The goals were clear:

• Drive business growth by increasing digital visibility

• Position Freshcare as the First Choice Standard for the horticulture and wine industries

• Strengthen relationships with stakeholders across the value chain

• Grow brand awareness and share the Freshcare story with clarity and confidence

Our Approach

Launched in May 2024, the strategy focused on where Freshcare’s audiences are most active, Facebook, Instagram and LinkedIn, with X (formerly Twitter) retained for limited use. Key pillars included:

• Platform-specific targeting, aligning content to each channel’s audience and purpose

• Evolving content style toward visually engaging formats with an approachable, confident tone of voice

• A video-first approach (now ~30% of all content) to match changing consumption habits and boost discoverability

• Smarter, performance-informed posting to avoid cross-platform duplication and maintain strong engagement rates

The Impact

Freshcare’s revitalised social presence has built a stronger, more credible brand voice across platforms - building awareness, driving engagement, and reinforcing its position as the First Choice Standard in Australian horticulture and viticulture. With strong foundations and data-led insights in place, Freshcare is now set for continued growth, smarter content delivery, and deeper stakeholder connection.