Communication strategies for increasing link between food, farming practices, farmers and consumers

Our core business is selling organic food, aka green boxes, delivered to people's home (or offices).  We have built a network of trusted farmers with whom we cooperate on a regular basis. These are mainly small family farms, and as it happens, things aren't always perfect, mistakes occur, the produce does not look as expected - in some cases that means it really should not be sold, but in other cases, the shape does not affect the value/ taste/useability.  In any case, this needs to be communicated, as customers of a delivery service do not see the ordered produce before it arrives on their doorstep, but do have expectations as to what it should look like (and taste). 

We have established, with positive feedback from customers (and farmers), different communication channels to communicate on a regular basis (Sunday mailing, ‘listek’ in the box) and ad hoc (via e-mail) in urgent cases (e.g. the day’s delivery is going to be delayed due to snowstorm or similar event). (1) Sunday mailing: the mail sent to those subscribed to it provides information on what is new in the coming week and functions as a reminder to ‘place your order now’. (2) "listek" – a more or less weekly addition to the boxes. Information includes updates, for example that no kale could be delivered in response to weather conditions or storage issues. At other times, the information refers to something that happened the previous week, to provide further explanations. Customer feedback is very positive, as the information provides them an opportunity to reconnect with the seasons, their limitations, and witness first-hand the effects of a changing climate that farmers experience. A further function of this is to reflect on ongoing issues, be they political, environmental or other.