National Food Strategy Report: Part One

The National Food Strategy Report: Part One, the first independent review of the UK’s food system for 75 years, was the vision of its lead author, Henry Dimbleby, founder of the Leon restaurant chain and non-executive board member of DEFRA.

Client: National Food Strategy, DEFRA
National Food Strategy Report Covers

Launched at the end of July 2020, to press and Members of Parliament, the first part of the strategy contains urgent recommendations to support the UK through the current the COVID-19 pandemic, focusing on how to ensure a generation of disadvantaged children are not left behind through hunger and illness. It also discusses opportunities presented by Brexit in December.

When you know that you’re going to be working with such a high calibre of words and pictures, courtesy of Henry Dimbleby and Tom Kilburn, then the success of the piece had to come from creating an engaging and fiercely credible report. The digital world may be dominant but there was opportunity here to also create a tactile report designed to bridge the gap between the wonderful film created by Tom and narrative within written by Henry.

National Food Strategy Report detail
National Food Strategy Report Part One
National Food Strategy Report Cover Wrap
National Food Strategy Report Executive Summary
National Food Strategy Report Executive Summary detail
National Food_ Strategy Report Data Visualisation
National Food Strategy Report Typography
National Food Strategy Report Type Usage

“I think they look absolutely fantastic. I am in awe of the way in which you have responded to our feedback.” Henry Dimbleby

The report, printed on Fedrigoni Arena Natural Rough and produced by Colour Options, features three different cover wraps featuring stills from the film. Tom’s illustrations are also used a lead into the four main chapters of the report.

Liaising directly with Henry and the team my role on the project was pretty much anything and everything that was going – initial concept and layout design, client and content management right through to design and artwork of the final 112 page report.

Michael. You have been a total superstar over the last few weeks, and a pleasure to work with – responsive, accommodating and creative. Thank you so much.” Tamsin Cooper, National Food Strategy lead, DEFRA.

National Food Strategy Report Chapter Dividers
National Food Strategy Report Food Security
National Food Strategy Report design

The report got some great TV coverage with Henry appearing on Sky News, Times Radio, BBC Breakfast, Today Programme, Channel 5 News and BBC Farming Today.

The findings of the report were also featured in the press including the  front page of the Guardian and coverage within the Financial Times, The Independent, The Mirror, The Sun, Daily Telegraph and The Times.


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National Food Strategy Report TV Coverage
National Food Strategy Report press coverage
National Food Strategy Report featured in The Grocer