Owner: Felix Grant. Updated Sep 12, 2026.
One reference for how every Horizon piece sounds, is formatted and is fact checked. Read it before drafting and again before QA.
| 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 |
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."
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 |
Every figure needs an approved source
Do not publish a percentage, a test result or a comparison without an approved source and a date. A figure without one is removed, as the unsupported percentage was on Sep 9. Comparative claims such as best or first go to Maya before QA.
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.
Demo client portal. Fieldnote Editorial, Horizon Foods, the people, pieces and every figure are fictional sample data. Built on FuseBase.