How Scottish road trip with sauerkraut in the boot led to fermentation love affair

A few months ago, I wrote about how a simple blog post for my daughter’s fermented food business resulted in our family appearing on BBC’s Escape to the Country.

This week, they received further BBC coverage — again driven by a story published on their own blog.

It wasn’t because they make sauerkraut. It was because they had a narrative: a Scottish road trip with jars in the boot, a commitment to gut health, a focus on sustainability, and clear values behind the business.

The BBC didn’t cover a product. They covered purpose.

The same principle applies to aesthetic clinics. Media outlets and audiences are rarely motivated by “we offer anti-wrinkle injections” or “we’ve bought a new device.” They respond to why you entered the industry, the standards you uphold, and what you refuse to compromise on.

Madi and Arthur don’t have a PR agency. Perhaps there was an element of timing or luck. But human stories rooted in purpose, not just services, resonate more deeply with communities and sometimes travel further than expected.