{"id":14001,"date":"2022-01-11T09:36:40","date_gmt":"2022-01-11T09:36:40","guid":{"rendered":"https:\/\/www.field-grey.com\/blog\/?p=14001"},"modified":"2022-01-11T09:36:43","modified_gmt":"2022-01-11T09:36:43","slug":"who-cares-wins-in-conversation-with-honest-burgers-tom-barton","status":"publish","type":"post","link":"https:\/\/www.field-grey.com\/blog\/who-cares-wins-in-conversation-with-honest-burgers-tom-barton\/","title":{"rendered":"Who Cares Wins: In Conversation with Honest Burger\u2019s Tom Barton"},"content":{"rendered":"\n

Field Grey were enlisted by the Honest Burger’s co-founder to create a bespoke chef\u2019s jacket, embroidered with the motto \u2018Who Cares Wins\u2019 for the company\u2019s longest serving chefs. <\/strong>Our Creative Director, Janice, sat down with Tom to talk about the origins and impact of the project, the future of farming and the shared environmental challenges of the food and textile industries.<\/p>\n\n\n\n

\"\"
Tom Barton, co-founder of Honest Burger (right) chats with Field Grey’s Creative Director, Janice Turner (left)<\/figcaption><\/figure>\n\n\n\n

JT: What inspired you to have the green jacket programme?<\/strong><\/em><\/p>\n\n\n\n

TB: It came from wanting to reward our guys, we wanted to do something tangible. I remember reading an article about McDonalds, they\u2019d sewed people\u2019s names into their uniform instead of giving them a badge. And the impact was that it had a permanency \u2013 that\u2019s yours, and when you leave it\u2019ll still be yours. It shows a uniform can be really powerful. It\u2019s like a soldier putting on their uniform, like you\u2019re going into battle, and sometimes it feels that way when you work in a kitchen. So that\u2019s where the idea came from, and then you guys swooped in and made it a reality!<\/p>\n\n\n\n

JT: And you took the guys out\u2026<\/strong><\/em><\/p>\n\n\n\n

TB: I bought some great steak, we had a big feast and gave the first set of green jackets to everyone. The \u2018Who Cares Wins\u2019 motto is a riff on the SAS, who\u2019ve got \u2018Who Dares Wins\u2019.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

JT: I think it\u2019s brilliant, and the fork is brilliant.<\/strong><\/em><\/p>\n\n\n\n

TB: Yeah, we\u2019ve got a knife and fork instead of the dagger. It\u2019s for the best in our business, you earn it. You don\u2019t come in and work for 6 weeks and get a green jacket. This is for people that put blood sweat and tears in, and want to take themselves to the next level within the company.<\/p>\n\n\n\n

JT: And it\u2019s been enthusiastically received?<\/strong><\/em><\/p>\n\n\n\n

TB: They love it, and it\u2019s nice to see them in use \u2013 it starts to develop a brand within our kitchen, which we\u2019ve not had before. <\/p>\n\n\n\n

JT: That\u2019s a great way of putting it. There\u2019s so much about branding when it comes to celebrity chefs, but not so much the actual community of chefs.<\/strong><\/em><\/p>\n\n\n\n

TB: Well, when you see a celebrity chef, they might have a \u00a3250 leather apron on or tailored chef whites \u00ad\u2013 and I\u2019m all for that! I think it should be treated as a skilled craft. For our guys there\u2019s a lot of skill involved, there\u2019s passion, pride, and we want them to feel like they\u2019re putting on a uniform that encapsulates those things. <\/p>\n\n\n\n

\"\"
Pedro, one of the longest serving chefs at Honest Burger, wears the bespoke chef’s shirt designed by Field Grey. Photographed by Peter Searle at Honest Burger, Bank.<\/figcaption><\/figure>\n\n\n\n

JT: I think it\u2019s that continuity, that\u2019s what the best brands do.<\/strong><\/em><\/p>\n\n\n\n

TB: Front of house are typically closer to the brand, the kitchen is quite a sterile environment \u2013 the lighting, the furnishings, most kitchens are just function. So to try and get a brand into a kitchen is hard, but one of the touch points is definitely uniform. <\/p>\n\n\n\n

JT: And the motto, \u2018Who Cares Wins\u2019, are you going to carry that throughout the brand elsewhere?<\/strong><\/em><\/p>\n\n\n\n

TB: We are, I don\u2019t think it\u2019ll be featured heavily though, as we wouldn\u2019t want to dilute it. It\u2019s got to be something you earn. <\/p>\n\n\n\n

JT: So, the jackets were made in London, which I\u2019m really proud of \u2013 do you see a push for more local sourcing at Honest Burger? <\/strong><\/em><\/p>\n\n\n\n

TB: For this project we were quite strict on that, and it\u2019s important that we were, because this mindset of going abroad and getting it cheaper is the reason the world is in such a mess. For us the importance of miles in food is a really big one, and we\u2019ve been a proud supporter of keeping them as low as possible. It should be part of every part of the business. If you want to be more ethical, you shouldn’t be sourcing things from all over the world. <\/p>\n\n\n\n

\"\"
Field Grey Creative Director, Janice Turner (right) and garment technologist Paul Taylor (left) in the early stages of developing the Honest Burger chef’s shirt.<\/figcaption><\/figure>\n\n\n\n

JT: Absolutely, and also \u2013 reprocessing, even if it\u2019s old t-shirts, there are opportunities to do that. We have a struggle in the textile industry to be more sustainable, but I\u2019d like to get your thoughts on how the food industry is improving in terms of its sustainability?<\/strong><\/em><\/p>\n\n\n\n

TB: I think this is really interesting, because loosely speaking you\u2019ve got travel, food and fashion as the big contenders when it comes to the largest emissions. And food gets the most slack. Everyone is experiencing food, everyone is experiencing fashion as well, we have to. Burying your head in the sand isn\u2019t an option anymore, it\u2019s becoming a part of our everyday lives. If we don\u2019t find a solution, what\u2019s left for us? How much damage can one population do in 70 years? Is it irreversible? I hope not. Every business I speak to is working on a sustainability agenda, which is good.<\/p>\n\n\n\n

JT: So, what\u2019s yours? What things are you building on? You can\u2019t tackle everything at once.<\/em><\/strong><\/p>\n\n\n\n

TB: What you can do is tackle your directs. That would be my advice to any business out there, stop offsetting, it\u2019s not effective. If you want to really affect change, you have to address your direct emissions \u2013 for us it\u2019s our food, for you it might be your fabric\u2026<\/p>\n\n\n\n

JT: It\u2019s fabric and manufacture, where that\u2019s done, and how you design something. For an example, I now know that brass eyelets use more energy in manufacture than silver eyelets \u2013 so what can we do on that?<\/strong><\/em><\/p>\n\n\n\n

TB: If you\u2019re really serious about making change, go for the biggest, scariest, most terrifying thing that you can. For us it\u2019s beef. Simple. If we want to address climate change and sustainability within a business that sells beef, there\u2019s no other place to start. So that\u2019s what we\u2019ve done and it\u2019s what I\u2019m very proud to say we\u2019ve made a huge amount of progress on. We\u2019ve got a trial underway at the moment of something called Honest Farming, which is regeneratively farmed beef. Old school methods of putting soil health first \u2013 which suppresses carbon, promotes biodiversity, animal health and quality of flavour in the product. It gives our farmers peace of mind and a bit of a pat on the back, which they need.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

JT: Do you know all of the farms where you procure your beef? <\/strong><\/em><\/p>\n\n\n\n

TB: Well, currently we\u2019ve got a three-site trial, with two farmers that are practicing this. Those two farmers will get us to about ten sites. We\u2019ll grow that farming network to about fifteen farmers, and they\u2019ll be supplying the entire company, and our entire beef supply chain. <\/p>\n\n\n\n

JT: That\u2019s really exciting!<\/strong><\/em><\/p>\n\n\n\n

TB: And accessible. When you look at the big guys, who are sourcing from 20,000 farmers and they say \u201cwe know every one of them!\u201d it\u2019s like no you don\u2019t, no-one does. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

JT: It\u2019s the traceability factor as well. Like cotton, it can be very murky.<\/strong><\/em><\/p>\n\n\n\n

TB: Do you know any of the farmers that produce the cotton that you use? <\/p>\n\n\n\n

JT: Well, we haven\u2019t gone that far back. Cotton\u2019s a minefield, but there are other elements we can look at. Such as what we\u2019re choosing to use and where we\u2019re choosing to source and manufacture. In comparison to some big chains, we\u2019re really only moving things from Europe to Europe or within the UK. We\u2019ve just had some socks made in the UK for Readywear by a company called Peper Harow in Sussex.<\/strong><\/em><\/p>\n\n\n\n

TB: I\u2019d really like to think that COVID has helped us to realise that we\u2019re an island, and we need to be more self-sufficient. Could be one of the few good things that\u2019s come out of this pandemic, that we\u2019re able to look internally, closer to home. <\/p>\n\n\n\n

JT: So, I\u2019ve heard about a few things that are next in the pipeline for Honest Burger, have you got any other exciting plans?<\/strong><\/em><\/p>\n\n\n\n

TB: Regenerative\nfarming is the big one. We don\u2019t have a sustainability department, it\u2019s just\nme. I want to set up the most well-respected beef supply chain on the planet,\nand I think I\u2019ve got the right people to help me do that. And I\u2019ve met some farmers\nwho have really inspired me to do more. I feel like that\u2019s the answer, but it\u2019s\na very complicated problem with an equally complicated solution. Farming is\ngoing to be part of humanity forever, we\u2019re a long way from lab-grown anything.\nIn our lifetimes anyway, farming is the answer. We\u2019ve got to learn to work with\nnature, and it\u2019s amazing how technology can promote nature as well. There are\nlittle things too, we\u2019re about to get rid of our current loo roll and replace\nit with a recycled brown roll. And getting rid of our current napkins that are\ncellophane wrapped, replacing them with some that are paper wrapped. So we\u2019re\nmaking little wins.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

JT: They add up!<\/strong><\/em><\/p>\n\n\n\n

TB: I looked at a big chicken brand, who did a pie chart of their carbon emissions. About 98% of the chart was one colour, and that one colour was their chicken. That\u2019s the situation for all of us. What\u2019s the thing you use the most? Yours is fabric, ours is food.<\/p>\n\n\n\n

JT: Have you read English Pastoral?<\/strong><\/em><\/p>\n\n\n\n

TB: Yes! By James Rebanks, emotional, isn\u2019t it?<\/p>\n\n\n\n

JT: It is really emotional. I grew up in Norfolk, in the countryside, so farming was all around me. It was just a natural part of life. <\/strong><\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Portraits shot\nby Peter Searle.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Field Grey were enlisted by the Honest Burger’s co-founder to create a bespoke chef\u2019s jacket, embroidered with the motto \u2018Who Cares Wins\u2019 for the company\u2019s longest serving chefs. 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