UK Soy Manifesto

‘One Nine Nine supported the UK Soy Manifesto, helping us to get our messages out on the challenges to the Amazon Soy Moratorium – providing consultancy, developing our messaging and managing the press outreach.    

We appreciated their deep understanding of the space, their honest advice and the responsive approach. The results speak for themselves. They secured high-profile coverage across national, international, and trade media outlets, including the BBC, Reuters, EDIE, Business Green, and The Grocer.’

Jonathan Gorman, Secretariat, UK Soy Manifesto

CASE STUDY

The client

The UK Soy Manifesto is a joint industry pledge to ensure that all soy shipped to the UK is free from deforestation and land conversion. 

The Manifesto is supported by over 50 major UK retailers and food companies, including McDonald’s, Sainsbury’s, Aldi, Gregg’s, Tesco and more. 

Soy is a vital commodity because it’s embedded in the food chain, as it’s a key part of high-protein diets for livestock, including chicken, beef, pork and prawns. 

The challenge

In late 2025, the UK Manifesto on Sustainable Soy urgently needed to issue a statement opposing the weakening of the ASM in response to new state-level legislation in Brazil. They and their signatories called on Brazilian authorities to maintain and strengthen the Moratorium as a vital safeguard for the Amazon rainforest and the global climate. Crucially, this response had to be delivered on a short timescale to ensure maximum international impact.

In 2026, with more international headwinds, this call for urgent action had to be renewed. Following the withdrawal of ABIOVE and other major traders, over 50 leading UK companies sought to communicate their key message, urging global soy traders to maintain their commitments to the Moratorium and warning of the severe risks to forests and sustainable soy supplies.

The results

We worked closely with the UK Soy Manifesto to provide strategic PR support, consultancy and messaging development across both statements. We issued the press release to relevant journalists, publications, websites and blogs and personally followed up on the coverage. A large part of this was using our existing sustainable commodities network to get immediate access to the key journalists.

The messaging reached a global audience, achieving top-tier coverage in target national and international media, including BBC World and Reuters (which featured a prominent op-ed on the ASM).

Alongside this mainstream coverage, we successfully secured placements in over a dozen essential food, agricultural, and sustainability trade publications across the UK, Europe, and South America. Key industry hits included The Grocer, Edie, Business Green, Ethical Consumer, Food Ingredients First and Food Navigator Europe.

In total, we secured over 20 placements across both campaigns. The first campaign generated approximately 1.6 million monthly web visits (excluding the BBC coverage!), with the second campaign maintaining this strong momentum, securing an estimated reach of 916,000. 

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