The organisation appointed Flourish without a pitch to handle the brief. It has created a mailer that seeks to persuade former members to rejoin.
The idea behind the mailer is to illustrate how individual consumers have little hope of making a difference, but that by forming part of the Soil Association, as a collective, they can make their voice heard above those of the well-funded corporations that the charity says are currently controlling the future of the world's food.
The mailer features an ink illustration, in which giant figures loom ominously over a lone figure with a loudhailer. When the piece is opened, the same illustration appears, but with the smaller figure now accompanied by a crowd.
The work asks recipients: 'Who do you trust to control the future of food production?' and outlines the benefits of belonging to the Soil Association.
Last month, the Soil Association's president Monty Don, who was the main presenter of BBC television's Gardener's World until May this year, said he viewed the term 'organic' in relation to food as an albatross, and argued that the focus should be on sustainability.
Don said he would 'rather someone bought food that was local and sustainable, but not organic, than bought organic food that had been shipped across the world'.
.jpg)
.jpg)