On Friday I had a lovely, warming lunch in Blackfriars cafe in Newcastle. I was very taken with their placemats that showed the local suppliers they use. This is a fantastic piece of green branding.

First of all, it doesn’t scream green which would be out of place in a mid-market eatery. But it gets across a key message – “we source locally and from a lot of organic farms”.

Secondly, it demonstrates green rather than claiming green. It says “here are the facts – you make up your mind”.

Thirdly, it grabs your attention in the time between ordering and being served, providing a conversation piece. Restaurants which put food sources on the menu are competing for attention when customers are trying to choose a dish.

Very clever indeed.