Mindful Chef's Responsible Ethical Marketing Policy
1. Introduction
Mindful Chef is committed to helping customers to eat well and live better. As a purpose driven brand, and certified B Corp, we are committed to using marketing and public relations responsibly, making sure that all communications reflect our values of being Mindful, Connected and Unafraid.
2. Purpose
This ethical marketing policy (the ‘Policy’) defines the standards and principles governing all Mindful Chef marketing and public relations activities. This provides for our communications to be accurate, ethical, and transparent.
3. Scope
This policy applies to all employees, contractors, agencies and influencers. It covers all Mindful Chef’s marketing and PR channels (including website, social media, email, packaging, advertising, PR, partnerships).
4. Core Principles
All Mindful Chef communications should be:
- Honest and transparent
- Accurate and evidence-based
- Clear and accessible
- Respectful and inclusive
- Environmentally and socially responsible
- Legally compliant
5. Standards for Social & Environmental Claims
- Evidence-Based & Verifiable: All claims should be supported by reliable evidence and documented internally via the ESG Claims Review & Approval Process.
- Precise and Proportionate: Claims should reflect the true scale of our impact and avoid exaggeration.
- Accurate Scope: Claims should clearly state what they apply to.
- Transparent & Balanced: We communicate progress, limitations and our aspirations.
- Clear & Accessible Language: We use language that is easy to understand and appropriate for our audience.
6. Ethical Marketing & PR Practices
- Truthful Communication: We do not use misleading or deceptive practices and encourage influencers and the media to publicly disclose any commercial relationship with us.
- Responsible Use of Channels: All communications must comply with advertising standards and electronic marketing regulations. Promotions and offers must clearly state terms and conditions
- Inclusivity & Representation: We promote diversity and avoid harmful stereotypes, and aim to represent a diverse range of customers in marketing imagery.
- Protection of Vulnerable Audiences: We do not target or exploit vulnerable groups.
7. Requirements for Marketing & PR Contributors
All individuals creating or approving communications should:
- Comply with this policy
- Ensure all claims are substantiated and approved before publication via the ESG Claims Review & Approval Process
- Notify third parties (agencies, influencers, partners) of the requirements of this policy
8. Accountability & Governance
The Mindful Chef Leadership Team holds ultimate accountability for this policy, and the CMO is responsible for implementation and compliance.
9. Communication & Training
This policy is shared with all employees and relevant third parties and is accessible via the employee online portal. Training is provided regularly to relevant teams to ensure understanding and compliance.
10. Monitoring & Review
Compliance is monitored on an ongoing basis and the policy is reviewed annually or as required. Feedback from stakeholders is used to improve the policy.
11. Approval
This policy has been reviewed and approved by the Mindful Chef Leadership Team.