Unpack it with Me: Gyros Organic Farms

Hello! How are you? I quickly wanted to say thank you to everyone who has inquired about the Outreach Message Audit and to those who have purchased this service. I hope it has helped you greatly. Happy outreaching!

Now, coming back to the newsletter!

If you're coming from my LinkedIn post, then you already know what I'm going to talk about. Today we are decoding the positioning of Gyros Organic Farms. This is my 3rd edition in this "Unpack It with Me" series. The first was unpacking The Whole Truth brand, the second was Samah, and now this.

A while back, I stumbled upon the LinkedIn profile of the founder of Gyros Organic Farms. I scrolled through a few posts and really loved the content and vibe. The posts weren't published at regular intervals or following LinkedIn best practices, which made me think he must be writing the content himself.

He was documenting his journey and truly showing the behind-the-scenes of building his products. It contained on-the-field pictures of him doing the actual work and empowering farmers, as he deals in organic consumer products.

His posts were telling a story. The content was raw, the pictures were raw, and it felt incredibly authentic. I mean, I would have bought those products if he was selling them on LinkedIn.

But I needed to go to their website to buy the products, so I went, and I was extremely disappointed. I wish I hadn't seen what I saw. Ideally, I should have been happy that they need some work and I can help them, but I don't know, I just really want all purpose-driven small brands to do REALLY well.

Anyway, moving forward. The trust, authenticity, and connection his LinkedIn profile built couldn't be replicated on his website.

Here's what felt missing on his website and what he can do to convey the same connection there as well:

1/ Real Pictures vs. Stock Images:

What worked well on LinkedIn was the use of real pictures that added to the story of authenticity. The thing is, when any brand claims to be "organic" (produced without chemicals), and authenticity is their core brand identity, it has to be communicated at every level.

Just as an example, when The Whole Truth brand claimed to be transparent, this is how they showed it at every step.

What they should do:

Change banner and product images to real product pictures. It doesn't have to be a costly photoshoot. I'm talking about the people who work at your farm. Give them the products, take their pictures, and use those images.

Also, consider changing the product packaging. Right now, it looks like any other brand in the market. It isn't able to tell your unique story.

2/ Behind-the-Scenes Stories:

What made LinkedIn communicate that trust were the behind-the-scenes stories, which felt real and authentic. If a website can have a section like "Our Story" or "Empowering Farmers" that contains the things they are doing, how they empower them, and the ground work, the website will communicate that trust again.

When buyers read those stories, they will feel that the brand is genuine, and that will build long-term trust and increase sales.

What they should do: Start a newsletter and link it on their website.

3/ Messaging:

Right now, Gyros Organic Farms isn’t just a consumer brand. It is doing more than that. It is working for sustainability, it is empowering farmers and improving their living conditions. But the messaging the brand has is –– they are organic.

For a brand with such deeper roots it feels illegal to have such a common messaging. This brand can easily create a new category or have a sub-category in existing categories like organic. I’m thinking of something which is based on farm life, farm to your plate type messaging. 

Just to explain this concept a little more, The Whole Truth brand could have easily acquired the market category of healthy but they choose a new category –– clean labels. Because every other brand is calling themselves healthy which makes it harder to stand in such a market. The same way, category of organic is too crowded and it is harder to stand out in that market.

What they should do: Reposition themselves.

4/ Farm Visits and Experiences:

This one is more of a suggestion. They could also offer farm visits and give tours to their loyal customers, allowing them to experience farm life firsthand and see how the products are made in real time.

Since authenticity is at the heart of their brand, bringing customers directly to the source would be a natural extension of that story. It transforms passive buyers into active participants in the brand's journey. These immersive experiences would not only strengthen trust but also create emotional connections that keep customers loyal for life. When people see the care, effort, and integrity behind what they're buying, they they become advocates of the brand.

What they should do: Consider organizing seasonal farm tours or invite top customers for exclusive behind-the-scenes visits. Document these experiences and share them across platforms to further amplify authenticity.

This is it for today's newsletter. Do check out this brand and help them grow.

P.S. Before we say goodbye, I want to let you know that next month, I'll publish one subscriber-only edition and one edition on an entirely new category.

P.P.S. I'm curious about which kind of content you like the most:
Personal editions: 🐒
Freelancing topics: 💻
The Unpack It with Me series: 🌻

Please reply with an emoji to vote.

More at:

• Resources: LinkedIn Content Calendar and Outreach Tracker Sheet

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