Who this is for and who owns it
One reference for how every Horizon piece sounds, is formatted and is fact checked. Read it before drafting and again before QA.
- Client
- Horizon Foods, food technology
- Owned by
- Felix Grant, editorial director
- Applies to
- Fieldnote writers, editors and Horizon experts who draft
- Approver
- Maya Ellis, communications lead
- Last reviewed
- Sep 12, 2026, next review Dec 2026
Voice principles
| We are | We are not |
|---|---|
| Plain about the science, even when it is complex | Full of lab jargon without explanation |
| Specific, with examples from Horizon's test kitchen | Vague about how products are made |
| Careful with numbers, always sourced and dated | Rounding figures for effect |
| Written to the reader as you | Written about consumers in the third person |
Voice by format
Expert articles and guides
- Open with the reader's question, not with Horizon.
- Every technical claim names its expert or source.
- Screenshots are dated and replaced when the workflow changes.
Newsletter
- Subject lines under 55 characters.
- One main link per issue, to the source article.
Social posts
- Lead with what the reader learns, not the product name.
- No claim that the source article does not make.
Sales summaries
- Only claims from the approved article. If sales needs more, we offer sourced variants.
Do and don't
Don't
"Our revolutionary proteins transform the food industry."
Do
"Horizon's fermentation-derived protein keeps its texture after freezing, according to test kitchen trials in August 2026."
Word list
The first two rows are the product terms QA corrected on Sep 9.
| Use | Avoid | Why |
|---|---|---|
| Fermentation-derived protein | Lab protein | Horizon's approved product term since 2026 |
| Horizon test kitchen | Horizon lab | The team was renamed; the old name reads as a lab product |
| Shelf life study | Expiry test | Matches Horizon's quality documentation |
| Plant protein | Meat substitute | Horizon does not position its products as substitutes |
| As of [date] | Currently | Every figure carries a date |
Claims and sourcing
Before you submit a draft
- Every number has a source and a dateopen
- Only terms from the word listopen
- Every technical claim names its expertopen
- Read aloud: no sentence needs the lab to explain itopen
Escalation
If an expert changes a claim after approval, the writer flags it in Project Chat and does not edit the published figure from memory. June decides whether the change needs a new approval from Maya.