B Corp certified organic vegetable box delivery company Riverford has appointed Incubeta without a pitch to support its data analytics master plan, as the brand takes the next step in its data strategy to support its drive for growth.
The agency has been briefed to provide consultancy across Google Analytics, working with Riverford to build the foundations for its long-term data strategy, and growth ambitions.
Central to the brief will be empowering Riverford to make smarter, data-driven decisions by establishing a foundation of high-quality, reliable data, that is consistent across platforms to help teams align on performance metrics.
The ultimate aim is to enable the marketing team to execute precision-targeted campaigns using custom audiences and other advanced GA4 features, all supported by a modern, efficient server-side tagging infrastructure for reliable and resilient data.
Riverford was launched in 1986s when Guy Singh-Watson started delivering organic vegetables from his parents’ farm in Devon to friends, growing from 30 boxes in the first week to a national service, pioneering the ethical, direct-to-consumer veg box model.
The company, driven by Singh-Watson’s dislike for industrial farming, became a leader in the UK organic market, evolving from a tiny local scheme into an employee-owned business with regional farms and a network of growers, focusing on taste, sustainability, and fair practices.
Riverford ecommerce director Jennifer North said: “We understand that data and measurement are fundamental to driving our digital growth and understanding our customers better.
“Incubeta proved they are the right partners to help build the foundations to take our data maturity to the next level as we embark on our next phase of growth.”
Incubeta UK Andrew Turner added: “Riverford is a fantastic brand to work with, they have already achieved so much in the growing organic vegetable delivery sector and becoming a B Corp certified business.
“I’m delighted that Incubeta will be helping unlock the full potential of their marketing investment, to deliver work that outperforms not just their targets, but their competitors.”
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