Branding & Messaging Strategy Bible
The One Belief
[Insert The One Belief]
Content Messaging
Umbrella Opinion
It shouldn’t be so hard for Kama’aina to get rare, locally-grown mushrooms directly from a friendly & helpful farmer.
Brand Opinions
Sales Messaging
The One Liner
Kama’aina live more sustainable, community-oriented lives with access to locally-grown food purchased directly from the farmers who know it best.
The Elevator Pitch
You know how the grocery store is full of the same few kinds of produce that always go bad right away?
This usually means you’re left to choose from the same uninspiring selection that’s already started to spoil while it was shipped here from the mainland.
So instead of you having to cook the same boring meals with food that’s past its peak,
what we do is grow rare but delicious varieties of healthy mushrooms on-island and sell them in-person at Oahu farmers markets.
In fact we’re one of the only growers of specialty mushrooms on Oahu and do it all with Mālama ‘Āina(sustainable practices) and community-care in mind.
The Sales Narrative
Most mushrooms you’ll find on O‘ahu are the same handful of varieties shipped from the mainland—often past their prime by the time they hit the shelf.
It’s one of the challenges of living in Hawai’i: so much of our food is shipped in, and kama’aina are left choosing between the same basic varieties of boat-friendly mushrooms that will barely last a few days. It’s frustrating, expensive, and leaves most of us stuck eating the same boring options—skipping more inspiring, gourmet mushrooms all together.
We all know that when O’ahu residents want something fresh and a little different, farmer’s markets are the place to go. But even at the market, it’s easy to hesitate if gourmet mushrooms feel intimidating.
What is that one? How do I cook it? Is it worth the risk if I mess it up or just don’t like it?
What’s needed is a locally grown mushroom option that’s fresher, friendlier, and easier to use.
Enter Bun & Beard Farms.
We’re a small, local farm based right in Kaimuki, O’ahu growing rare, gourmet mushrooms and showing up every week at the market with real answers, warm aloha, and produce you can trust.
Our mushrooms are grown fresh here on the island—no boats, no long delays—so they last longer and taste better. And whether you’re a curious cook or just mushroom-curious, we’re here to help you figure it out. You can ask questions. You can be unsure. You can come back and tell us how it went.
We’re not just selling mushrooms—we’re building food friendships & community. The kind where you recognize your farmers, and they recognize you.
Local food should feel like a conversation.
We’re here to bring rare mushrooms from our farm to your table—one market chat at a time.
Messaging Ingredients
Customer Awareness Levels
Stage 2: Messaging should answer the question
What Makes You Better?
Level 2: Problem Aware
They know they have a problem, but don’t know solutions exist.
Our goal is to acknowledge the problem + highlight solutions & benefits
Market Sophistication
Goals, Roadblocks & Solutions
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Try something new, healthy, & locally grown
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Don’t know how to cook mushrooms & are intimidated to buy a new product they’re not sure they’ll like
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We sell delicious, rare mushrooms at farmers markets on Oahu at an affordable price & provide both friendly, in-person advice how how to cook them plus video tutorials on our social media
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Source their food in a way that is sustainable & grown on-island in their own community (thus increasing food security)
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They lack the knowledge & connection to their community needed to develop a locally sourced diet
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Our mushrooms are grown locally on-island using sustainable practices