Media Relations: Salt firm pushes organic status

Essex-based merchant Maldon Crystal Salt is aiming to capitalise on its newly approved product status from the Organic Food Federation.

It has hired its first external agency, Phipps PR, which will promote Maldon to the catering trade and health-conscious consumers via a £150,000 national media campaign.

Founded in 1882, the firm wants to tap into the popularity of natural foods, said Maldon managing director Steven Osbourne. A cross-promotion with Pret A Manger is also in the pipeline.

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