Sustenir Agriculture, a Singapore-based sustainable farm, has appointed Iris Singapore as its agency of record (AOR). The appointment follows a five-way pitch in April 2019, according to a press release. Iris will be responsible for managing Sustenir’s brand strategy, creative execution and product innovation. It will also help Sustenir expand into Hong Kong when it launches later this year.
Having expanded its Singapore operations, Sustenir is now looking to launch urban farms across Asia. Its produce currently includes Singapore-grown kale, lettuce, arugula and basil. Sustenir also successfully grew Singapore’s first-ever home-grown strawberries.
In a statement to Marketing, a spokesperson revealed that the appointment is awarded indefinitely and that its work is expected to roll out in mid June. When asked about the value of the account, the spokesperson declined to comment.
Benjamin Swan (pictured right), co-founder of Sustenir, said it chose Iris for its “passion”, “shared vision of building the future”, and its depth of capability in areas of creative, brand strategy, innovation and design. Sorcha John (pictured left), managing director of Iris Singapore, said it is “excited” to grow Sustenir’s brand to its “fullest potential”. She added that Sustenir’s value to not compromise on quality, innovation or impact aligns with the agency’s philosophy.
“Asia has lagged behind the rest of the world in its adoption of sustainable practices; Sustenir are here to change that. A visionary brand, shaping a new culture of accessible sustainability through advanced technology, it is enhancing the lives of consumers through its range products and services,” said John.
Launched in 2013, Sustenir aims to bring “impossible crops in impossible places” by producing non-native plants locally through hydroponic and CEA (Controlled environment agriculture) methods, to reduce the ecological footprint that comes from transport and food waste.