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Date: Mon, 06 Feb 2023 18:09:26 +0000
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Reply-To: john@pallagi.com, founders@farmison.com
Subject: An Update from Our Founder
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Content preview: An Update from Our Founder Traceability: 10 Years in the Making
͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
͏ ͏ ͏ ͏ [...]
Content analysis details: (1.5 points, 4.0 required)
pts rule name description
---- ---------------------- --------------------------------------------------
0.0 URIBL_BLOCKED ADMINISTRATOR NOTICE: The query to URIBL was
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http://wiki.apache.org/spamassassin/DnsBlocklists#dnsbl-block
for more information.
[URIs: farmison.com]
-0.0 SPF_PASS SPF: sender matches SPF record
0.1 MIME_HTML_MOSTLY BODY: Multipart message mostly text/html MIME
0.7 MPART_ALT_DIFF BODY: HTML and text parts are different
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valid
-0.1 DKIM_VALID_AU Message has a valid DKIM or DK signature from
author's domain
-0.1 DKIM_VALID Message has at least one valid DKIM or DK signature
0.8 CPANEL_LOTS_OF_EMPTY_LINE RAW: Spam that has large block of
empty lines
0.0 KAM_SHORT Use of a URL Shortener for very short URL
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ottom:0px; max-width:600px; width:600px;">=0A<!-- set url to company homepa=
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ng-top:12px; padding-bottom:12px; padding-left:12px; padding-right:12px;"><=
p style=3D"margin-bottom:2px; font-size:14px; line-height:20px; font-family=
: Gill Sans, 'Open Sans', Arial, sans-serif; color:#ffffff;">=0A<a href=3D"=
http://clickom.theflock.farmison.com/f/a/kvrvwZUeEpNI5uHzPCHv7g~~/AAAAAQA~/=
RgRlw8dWP0UFMDowOjCEAgFodHRwczovL3d3dy5mYXJtaXNvbi5jb20vP29tX2NhbXBhaWduPW9=
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yaWFCCmPJVkLhY5VabcFSE3Nib3hmb3JkQGFjay51ay5jb21YBAAAAY8~" style=3D"font-we=
ight:normal; text-decoration: underline;font-family: Gill Sans, 'Open Sans'=
, Arial, sans-serif; color: #ffffff;" target=3D"_blank" >Free Standard Deli=
very on Orders Over £40</a>=0A</p></td>=0A</tr>=0A</table>=0A</td>=0A=
</tr>=0A</table><table border=3D"0" cellpadding=3D"0" cellspacing=3D"0" rol=
e=3D"presentation" style=3D"background-color:#FFFFFF;" width=3D"100%">=0A<t=
r>=0A<td align=3D"center" style=3D"padding-top:0px; padding-bottom:0px; pad=
ding-left:0px; padding-right:0px;">=0A<table class=3D"wf" align=3D"center" =
border=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"presentation" styl=
e=3D"margin:0 auto; max-width:600px; width:600px;">=0A<tr>=0A<td class=3D"m=
obile-sidepadding" align=3D"center" style=3D"padding-top:20px; padding-bott=
om:20px; padding-left:12px; padding-right:12px;">=0A<a href=3D"http://click=
om.theflock.farmison.com/f/a/U7vEOGrPtZUUt8rPPfyTmQ~~/AAAAAQA~/RgRlw8dWP0UE=
bG9nb4QCAWh0dHBzOi8vd3d3LmZhcm1pc29uLmNvbS8_b21fY2FtcGFpZ249b21tZV84MWU0MmQ=
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linkname=3D"1:0:0"><img class=3D"logo" alt=3D"Farmison & Co" border=3D"0" s=
rc=3D"https://d1a2o89e23clzw.cloudfront.net/emails/demosite_fashion/0d07ccb=
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-size: 18px; max-width: 100%; height:auto; padding:0;" width=3D"305" height=
=3D"auto"></a>=0A</td>=0A</tr>=0A</table>=0A</td>=0A</tr>=0A</table><table =
border=3D"0" cellpadding=3D"0" cellspacing=3D"0" role=3D"presentation" styl=
e=3D"background-color:#FFFFFF;" width=3D"100%">=0A<tr>=0A<td align=3D"cente=
r" style=3D"margin:0; padding:0;">=0A<table class=3D"wf" align=3D"center" b=
order=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"presentation" style=
=3D"margin:0 auto; max-width:600px; width:600px;">=0A<tr>=0A<td align=3D"ce=
nter" style=3D"margin:0; padding:0;">=0A<a href=3D"http://clickom.theflock.=
farmison.com/f/a/I2RW5rNogSZfyExQefSHzg~~/AAAAAQA~/RgRlw8dWP0UKMjowOjA6aGVy=
b4QCAWh0dHBzOi8vd3d3LmZhcm1pc29uLmNvbS8_b21fY2FtcGFpZ249b21tZV84MWU0MmQ2ZC0=
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=3D"_blank" ><img class=3D"wf" src=3D"https://d1a2o89e23clzw.cloudfront.net=
/emails/a2969ccbcd0941d4/3b861b0b765bf437a1ffba0bbe6b00c7.jpg" border=3D"0"=
style=3D"display:block; margin:0 auto; max-width:600px; padding:0;" width=
=3D"600" height=3D"auto"></a>=0A</td>=0A</tr>=0A</table>=0A</td>=0A</tr>=0A=
</table><table border=3D"0" cellpadding=3D"0" cellspacing=3D"0" role=3D"pre=
sentation" style=3D"background-color:#FFFFFF;" width=3D"100%">=0A<tr>=0A<td=
align=3D"center" style=3D"margin:0; padding:0;">=0A<table class=3D"wf" ali=
gn=3D"center" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"pres=
entation" style=3D"margin:0 auto;" width=3D"90%">=0A<tr>=0A<td class=3D"ric=
h" align=3D"left" style=3D"padding-top:0px; padding-bottom:0px; padding-lef=
t:12px; padding-right:12px;">=0A<div><h5 style=3D"text-align:center;"><em>T=
he Nook Farm, Grewelthorpe, North Yorkshire</em></h5></div>=0A</td>=0A</tr>=
=0A</table>=0A</td>=0A</tr>=0A</table><table border=3D"0" cellpadding=3D"0"=
cellspacing=3D"0" role=3D"presentation" style=3D"background-color:#FFFFFF;=
" width=3D"100%">=0A<tr>=0A<td align=3D"center" style=3D"margin:0; padding:=
0;"><!-- // table // width attribute value must not exceed 600px template w=
idth --> <!-- // headings (h1 h2 h3 h4 h5 h6) and paragraphs (p) // adjust =
space beneath text by increasing/decreasing the margin-bottom pixel value -=
-> <table class=3D"wf" align=3D"center" border=3D"0" cellspacing=3D"0" cell=
padding=3D"0" role=3D"presentation" style=3D"margin:0 auto;" width=3D"100%"=
>=0A<tr>=0A<td class=3D"mobile-sidepadding" align=3D"center" style=3D"paddi=
ng-top:24px; padding-bottom:12px; padding-left:30px; padding-right:30px;">=
=0A<h1 style=3D"margin-bottom:2px; font-family: Baskerville, serif; color:#=
282e47;">an update <br>from our founder</h1>=0A</td>=0A</tr>=0A=0A=0A</tabl=
e></td>=0A</tr>=0A</table><table border=3D"0" cellpadding=3D"0" cellspacing=
=3D"0" role=3D"presentation" style=3D"background-color:#FFFFFF;" width=3D"1=
00%">=0A<tr>=0A<td align=3D"center" style=3D"margin:0; padding:0;"><!-- // =
table // width attribute value must not exceed 600px template width --> <!-=
- // headings (h1 h2 h3 h4 h5 h6) and paragraphs (p) // adjust space beneat=
h text by increasing/decreasing the margin-bottom pixel value --> <table cl=
ass=3D"wf" align=3D"center" border=3D"0" cellspacing=3D"0" cellpadding=3D"0=
" role=3D"presentation" style=3D"margin:0 auto;" width=3D"90%">=0A<tr>=0A<t=
d class=3D"mobile-sidepadding" align=3D"center" style=3D"padding-top:12px; =
padding-bottom:12px; padding-left:12px; padding-right:12px;">=0A<p style=3D=
"margin-bottom:12px; font-size:18px; line-height:26px; font-family: Baskerv=
ille, serif; color:#183052;">Greetings from the Dales and Fells. Last month=
, I gave you a sneak preview of our traceability scheme, and two weeks ago =
we launched publicly, heralded by the unveiling of a huge QR code in our fr=
iend and supplier David Harrison=E2=80=99s field, just north of Ripon and c=
lose to the beautiful Yorkshire valley of Nidderdale.=0A<br><br>=0ANow, wit=
h every whole cut, you=E2=80=99ll be able to see the farm your meat came fr=
om through short films, learn about the food miles, find information about =
the breed, and download exclusive recipes written by Jeff Baker specificall=
y for that cut. <br><br>=0AIn brief, every customer will have <b>complete o=
versight of where their food has come from</b>, and you will be able to tra=
ce the connection between our farms and your food.=0A<br><br>=0AThe respons=
e has been immense, and we have been bowled over by the interest, both amon=
g you, our customer base and in the media. Please do keep writing to me, I =
always make time to read your comments.=0A</p></td></tr></table></td>=0A</t=
r>=0A</table><table border=3D"0" cellpadding=3D"0" cellspacing=3D"0" role=
=3D"presentation" style=3D"background-color:#FFFFFF;" width=3D"100%">=0A<tr=
>=0A<td align=3D"center" style=3D"margin:0; padding:0;"><!-- // table // wi=
dth attribute value must not exceed 600px template width --> <!-- // headin=
gs (h1 h2 h3 h4 h5 h6) and paragraphs (p) // adjust space beneath text by i=
ncreasing/decreasing the margin-bottom pixel value --> <table class=3D"wf" =
align=3D"center" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"p=
resentation" style=3D"margin:0 auto;" width=3D"90%">=0A<tr>=0A<td class=3D"=
mobile-sidepadding" align=3D"center" style=3D"padding-top:12px; padding-bot=
tom:12px; padding-left:12px; padding-right:12px;">=0A<p style=3D"margin-bot=
tom:12px; font-size:18px; line-height:26px; font-family: Baskerville, serif=
; color:#183052;">=0AOur traceability project has been ten years in the mak=
ing. A decade ago, I received a late night phone call. Did I want to go on =
Sky News and discuss the breaking horse meat scandal=3F=0A<br><br>=0AFor me=
it=E2=80=99ll go down as one of those conversations that sticks with you f=
orever.=0A<br><br>=0AIt=E2=80=99s easy to forget now quite how much the hor=
se meat scandal rocked the country, never mind just the meat industry. It w=
asn=E2=80=99t just a horse meat scandal either. Pork was found in products =
labelled beef, and all over Europe a spotlight was shone on vast, anonymous=
factories where meat is processed, previously hidden from the public eye.=
=0A<br><br>=0AThe day after that phone call, I was repeatedly interviewed a=
s part of Sky=E2=80=99s rolling coverage. It was bitterly cold. I was first=
interviewed in the corner of a soggy field on the edge of the North York M=
oors, then in a barn, with Longhorns and Galloways behind me, their wet bre=
ath rising in the air. It was the ideal place to discuss the danger of our =
unaccountable and fragmented supply chains, with a beautiful herd of Britis=
h pedigree cattle behind me.=0A<br><br>=0ABack at the ranch in Ripon, my sm=
all team was watching on the television. In those days, we covered many dif=
ferent bases between us; from customer service to accounts, to packing the =
boxes themselves, and when an order came in, all five of us would get a not=
ification. The constant stream of emails flowing into my pocket while I spo=
ke on television was an incredible relief: start-up life is fragile, every =
sale is hard fought, and people are relying on you to deliver success and s=
ecure their livelihoods.=0A<br><br>=0AFor us, the horse meat scandal threw =
into relief that the supply chain was not fit for purpose and gave our mess=
age the impact it deserved. Many customers found us that day, and in the we=
eks that followed, more and more people joined through word of mouth and re=
commendations =E2=80=93 something we still rely heavily upon.=0A<br><br>=0A=
Over the years I have spoken to many of you, our customers, but the reasons=
for people joining us have largely stayed the same. I can boil down the va=
rious reasons to one word really, connection.=0A<br><br>=0AIn his excellent=
book "English Pastoral," James Rebanks describes how the American landscap=
e is created in the supermarket. A fantasy is imagined as to where food com=
es from and how it is made. This lack of connection between food on the she=
lf and its origins is now familiar on this side of the Atlantic. It leaves =
behind an unsatisfying emptiness that you only truly comprehend when you en=
joy food that is produced and supplied another way: locally, sustainably, a=
nd humanely. For me in the 1980s, I realised this by visiting the great foo=
d cultures of Europe for the first time, and I have used my updates here to=
talk at length about how Britain has slid into the straight jacket of a ch=
eap, disposable food culture, that it cannot easily shake off.=0A<br><br>=
=0AMany of our customers are looking for this tangible connection, and we a=
re used to hearing our older customers tell us that =E2=80=9Cthis is how fo=
od used to taste.=E2=80=9D=0A</p></td></tr></table></td>=0A</tr>=0A</table>=
<table border=3D"0" cellpadding=3D"0" cellspacing=3D"0" role=3D"presentatio=
n" style=3D"background-color:#FFFFFF;" width=3D"100%">=0A<tr>=0A<td align=
=3D"center" style=3D"margin:0; padding:0;">=0A<table class=3D"wf" align=3D"=
center" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"presentati=
on" style=3D"margin:0 auto; max-width:600px; width:600px;">=0A<tr>=0A<td al=
ign=3D"center" style=3D"margin:0; padding:0;">=0A<a href=3D"http://clickom.=
theflock.farmison.com/f/a/m_M0sJkSiByJ9BEYBuQAxQ~~/AAAAAQA~/RgRlw8dWP0UYNzo=
wOjA6VHJhY2VhYmlsaXR5X3ZpZGVvhBQBaHR0cHM6Ly93d3cuZmFybWlzb24uY29tL2Zhcm1pbm=
ctdGhlLWZ1dHVyZT9vbV9jYW1wYWlnbj1vbW1lXzgxZTQyZDZkLTdlMl85MzcwMl8zNTY0MDgmb=
21fcHJvZmlsZT0yYzg3LWVkOGQ4ZS0wMWZmZDI0YiZvbV9zZW5kPWY3NTUyZWI5YjVhMzQxMWM4=
NDdmZjEwOWQzNGViY2JjJnV0bV9jYW1wYWlnbj1vbW1lXzgxZTQyZDZkLTdlMl9mb3VuZGVyX2Z=
lYnJ1YXJ5XzA2XzAyXzIzJnV0bV9jb250ZW50PXZhcmlhdGlvbl9hJnV0bV9tZWRpdW09ZW1haW=
wmdXRtX3NvdXJjZT1vbWV0cmlhVwdvbWV0cmlhQgpjyVZC4WOVWm3BUhNzYm94Zm9yZEBhY2sud=
WsuY29tWAQAAAGP" style=3D"display:block;" target=3D"_blank" ><img class=3D"=
wf" src=3D"https://d1a2o89e23clzw.cloudfront.net/emails/a2969ccbcd0941d4/98=
b6fd03b0d21f59afc1849a2a5e60b3.jpg" alt=3D"Traceability video" border=3D"0"=
style=3D"display:block; margin:0 auto; max-width:600px; padding:0;" width=
=3D"500" height=3D"auto"></a>=0A</td>=0A</tr>=0A</table>=0A</td>=0A</tr>=0A=
</table><table border=3D"0" cellpadding=3D"0" cellspacing=3D"0" role=3D"pre=
sentation" style=3D"background-color:#FFFFFF;" width=3D"100%">=0A<tr>=0A<td=
align=3D"center" style=3D"margin:0; padding:0;">=0A<table class=3D"wf" ali=
gn=3D"center" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"pres=
entation" style=3D"margin:0 auto;" width=3D"90%">=0A<tr>=0A<td class=3D"ric=
h" align=3D"left" style=3D"padding-top:0px; padding-bottom:0px; padding-lef=
t:12px; padding-right:12px;">=0A<div><h5 style=3D"text-align:center;"><em>s=
ee how you can trace your food from field to fork</em></h5></div>=0A</td>=
=0A</tr>=0A</table>=0A</td>=0A</tr>=0A</table><table border=3D"0" cellpaddi=
ng=3D"0" cellspacing=3D"0" role=3D"presentation" style=3D"background-color:=
#FFFFFF;" width=3D"100%">=0A<tr>=0A<td align=3D"center" style=3D"margin:0; =
padding:0;"><!-- // table // width attribute value must not exceed 600px te=
mplate width --> <!-- // headings (h1 h2 h3 h4 h5 h6) and paragraphs (p) //=
adjust space beneath text by increasing/decreasing the margin-bottom pixel=
value --> <table class=3D"wf" align=3D"center" border=3D"0" cellspacing=3D=
"0" cellpadding=3D"0" role=3D"presentation" style=3D"margin:0 auto;" width=
=3D"90%">=0A<tr>=0A<td class=3D"mobile-sidepadding" align=3D"center" style=
=3D"padding-top:12px; padding-bottom:12px; padding-left:12px; padding-right=
:12px;">=0A<p style=3D"margin-bottom:12px; font-size:18px; line-height:26px=
; font-family: Baskerville, serif; color:#183052;">Our traceability scheme =
is a solution to further demonstrate the provenance of our food and lead th=
e way for British food. It=E2=80=99s been a Herculean effort. When you=E2=
=80=99re processing thousands of orders, involving thousands of products, t=
o say with certainty where every part is from, how old it is, and what bree=
d it is, what we have done is no mean feat. It=E2=80=99s been made possible=
by new technologies of course, but ultimately pushed through by the hard w=
ork and problem-solving skills of my team.=0A<br><br>=0AAs an online retail=
er, (although we do have a bricks and mortar shop too), and really still a =
new kid on the block in relative terms, the irony is that we are able to re=
store the connection to food far better than some of the long-established c=
ompetition found on the high street. It does seem to me that most retailer=
=E2=80=99s efforts to reassure their customers of their food=E2=80=99s prov=
enance has been to turn food aisles into something resembling the Last Nigh=
t of the Proms. Never mind how the food is produced or the farmer treated, =
so long as it has a Union Jack on the label.=0A<br><br>=0AI=E2=80=99m often=
asked why this is important and it=E2=80=99s a fair question: if the peopl=
e buying that food don=E2=80=99t care, why bother=3F=0A<br><br>=0AFood is s=
o important, to our well-being, society, culture, and environment, that we =
must hold ourselves and our food suppliers to higher standards. If we fail =
to scrutinize the origins of our food and how it has been made, the result =
is an abdication of responsibility and standards =E2=80=93 the like of whic=
h gave us the horse meat scandal in the first place.=0A<br><br>=0AWe need t=
o remove the fantasy, as Rebanks describes it, and demand authenticity. Onl=
y then can we give people the ability to make much informed choices and app=
reciate their food more.=0A<br><br>If you have any thoughts or comments, do=
not hesitate to get in touch at founders@farmison.com. I always make time =
to read your comments.=0A</p></td></tr></table></td>=0A</tr>=0A</table><tab=
le border=3D"0" cellpadding=3D"0" cellspacing=3D"0" role=3D"presentation" s=
tyle=3D"background-color:#FFFFFF;" width=3D"100%">=0A<tr>=0A<td align=3D"ce=
nter" style=3D"margin:0; padding:0;">=0A<table class=3D"wf" align=3D"center=
" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" role=3D"presentation" st=
yle=3D"margin:0 auto; max-width:600px; width:600px;">=0A<tr>=0A<td align=3D=
"center" style=3D"margin:0; padding:0;">=0A<a href=3D"http://clickom.theflo=
ck.farmison.com/f/a/wfNlGtWTIhYDuTU9Cm_Nsw~~/AAAAAQA~/RgRlw8dWP0ULMTA6MDowO=
mhlcm-EAgFodHRwczovL3d3dy5mYXJtaXNvbi5jb20vP29tX2NhbXBhaWduPW9tbWVfODFlNDJk=
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et=3D"_blank" ><img class=3D"wf" src=3D"https://d1a2o89e23clzw.cloudfront.n=
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12px; font-size:18px; line-height:26px; font-family: Baskerville, serif; co=
lor:#183052;">John Pallagi <br>Founder, Farmison & Co=0A</p>=0A<p style=3D"=
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