In a world filled with labels—organic, natural, farm-fresh—consumers often assume they are making healthy choices. Yet, the food industry thrives on opacity, leaving many unaware of where their food truly comes from.
Two Brothers Organic Farms (TBOF), a family-run regenerative organic farm and D2C brand, is looking to change that narrative with its Farm-to-Fork Traceability Technology. This innovation provides complete transparency, allowing consumers to track their food’s journey with a simple scan. Each batch tells a story, meticulously documented by TBOF’s Farmer Relationship Managers, who work closely with farmers to ensure only the highest quality produce reaches consumers.
To drive awareness, TBOF launched a campaign film challenging the industry’s vague labelling. It asks a crucial question: Do consumers really know their food’s origin? The campaign showcases the power of blockchain-backed traceability, powered by Polygon’s smart contract solution, ensuring every step—from sowing to packaging—is transparent and verifiable.
Food quality and sourcing directly impact health, and TBOF believes consumers deserve full disclosure. The Farm-to-Fork Traceability Technology provides real-time insights into every stage—sowing, harvesting, testing, and packing—eliminating hidden processes and enabling informed choices.
Powered by Polygon’s public blockchain, the system guarantees data integrity. Each QR code links to a tamper-proof blockchain transaction, ensuring authenticity and preventing data manipulation. Production events, inputs, and quality checks are securely stored on a decentralised ledger, offering seamless traceability.
Unlike brands using private blockchains with limited credibility, TBOF’s end-to-end system captures and verifies every stage, from seed to shelf.
Medianews4u.com caught up with Satyajit Hange, Co-founder Two Brothers Organic Farms
Q. From a marketing perspective what are the focus areas and priorities going to be in 2025?
Deepening trust and transparency with consumers by emphasizing traceability and ingredient sourcing. Strengthening our brand presence in the US market, catering to the Indian diaspora and bringing them access to clean, chemical-free and traditional food.
Leveraging AI for personalised marketing, optimising conversion rates, and refining our content strategy. Increasing on-ground activations and experiential marketing, including farm visits, premium retail collaborations, and chef-led tastings. Growing our D2C app and website sales while integrating with marketplaces for a seamless omnichannel experience. Leveraging user-generated content (UGC) and community-building through contests, testimonials, and customer stories
Q. How did the idea of the campaign film look to challenge the food industry’s vague labelling?
Our campaign film aims to highlight the misleading claims often found on food labels such as ‘natural,’ ‘healthy,’ and ‘pure’—which don’t always reflect reality. We challenge the industry to be more accountable by showcasing how Two Brothers Organic Farms stays true to its promises, using unprocessed ingredients, native varieties, and chemical-free farming. Through this film, we want to spark consumer awareness and advocacy, urging people to read beyond the label and question what’s inside their food.
Q. What was the brief given to the creative agency?
The brief was to create a high-impact, emotional, and disruptive campaign that Educates consumers about misleading food industry claims. Position Two Brothers Organic Farms as a transparent, ethical, and farmer-first brand. It uses storytelling to highlight real food versus processed food. It showcases how our products are made, from farm to fork. Builds consumer trust through a visually compelling and thought-provoking narrative
Q. What are the other marketing activities and innovations that we can expect in the coming months?
AI-driven marketing: We’re using AI to refine customer segmentation, improve engagement, and create more personalized content.
Content studio launch: A dedicated space for video production, podcasting, and live cooking shows with chefs and food experts.
Influencer collaborations 2.0: Moving beyond just reach to deeper educational content and authentic partnerships.
Blockchain-based product traceability: Enhancing consumer confidence with transparent sourcing data.
Expansion of offline retail presence: Selective partnerships with premium organic food retailers.Wellness contests and community challenges to drive engagement and advocacy
Q. Outwrk is handling the paid marketing responsibilities for the brand. What role does paid media play in driving conversions?
Paid media is critical in Driving first-time trials among potential customers through targetted ads. Retargetting high-intent users who engage but don’t convert. Scaling new market entry, particularly in the US. Boosting seasonal and campaign-driven sales with tactical promotions.
Maximising visibility during festivals and key purchase periods like Diwali, Thanksgiving, and Christmas. We take a full-funnel approach, combining awareness-driven content with conversion-optimised performance marketing
Q. What role does Polygon’s public blockchain play in helping the company provide transparency to consumers?
Polygon’s blockchain technology enables us to Record product data immutably, ensuring consumers can verify sourcing details. Offer farm-to-fork traceability, allowing customers to scan a QR code and see where their food comes from.
Enhance trust by providing real-time authenticity checks on organic certification. Set industry benchmarks for transparency in food labeling. This is especially relevant as more consumers demand proof of ethical sourcing and authenticity.
Q. What are the company’s views on the government guidelines in place regarding marketing and advertising activities in the food and health sectors?
Two Brothers Organic Farms welcomes stronger regulations to protect consumers from false advertising and misleading health claims. We believe in Clarity and stricter enforcement are needed to differentiate genuinely clean-label brands from those using deceptive marketing.
Standardised definitions for terms like ‘organic,’ ‘natural,’ and ‘pure’ should be implemented. Brands should be required to disclose sourcing, processing methods, and ingredient purity transparently. Health claims should be backed by science, ensuring ethical communication to consumers. Two Brothers Organic Farms already self-regulates beyond compliance, ensuring we meet the highest ethical standards.
Q. After the controversy over ‘India’s Got Latent’ companies are re-evaluating influencer marketing. Has Two Brothers Organic Farms shifted its strategy when it comes to influencer marketing?
Our influencer marketing strategy is the following Focusing on credibility over reach—working with subject-matter experts (nutritionists, chefs, and fitness trainers) rather than generic influencers.
Prioritising organic advocacy, encouraging real customers to share experiences rather than paying for endorsements. Ensuring transparency, where influencers disclose sponsorships clearly. Diversifying channels, including LinkedIn, YouTube, and podcasts, for more educational content over quick trends. Authenticity remains key to our approach
Q. What role do on-ground activities play like seminars, roadshows?
Building trust: Consumers get to experience our products firsthand, reinforcing credibility. Driving deeper engagement: Unlike digital ads, events allow for meaningful conversations and storytelling.
Expanding B2B partnerships: Events help us connect with premium retailers, chefs, and wellness experts.
Strengthening our community: We regularly conduct farm visits, wellness retreats, and educational workshops. These on-ground activations complement our digital marketing efforts.
Q. The company has shipped to 60+ countries and 687 cities worldwide. What have been the learnings so far from entrepreneurship?
Key learnings include Global demand for real, unprocessed food is rising, especially among the Indian diaspora. Supply chain challenges must be navigated carefully—ensuring freshness and quality across borders is complex.
Brand storytelling is critical, customers resonate with our farmer-first approach. D2C is powerful, but omnichannel is essential—marketplaces and retail partnerships help scale. Customer education drives loyalty once people understand the benefits of clean food, they stick with us.
Q. How is the company leveraging AI to identify market gaps?
Consumer sentiment analysis: Understanding what customers love or want improved. Predictive analytics is Identifying trends and forecasting demand for specific products. Dynamic pricing and ad optimisation is Ensuring our paid media strategy is data-backed.
Personalised product recommendations are improving conversion rates and average order values. Automated customer support is Enhancing response times and engagement. AI helps us refine our strategies with data-driven insights
Q. Which are the top three markets and countries and where is the whitespace for growth?
The top three markets are India as Core D2C and offline market, with strong repeat customers. The US as a High-potential market with a premium NRI audience. The Middle East (Whitespace) is expanding due to high demand for clean-label Indian foods.
