Feed Denver
Urban F
arms & Markets
Feed Denver
Urban Farms & Markets

Alexander | Anderson | borowski | Calkin | Danielson | Vinson
Feed Denver

Urban Farms & Markets

What is Feed Denver?
Feed Denver

Urban Farms & Markets

Feed Denver: Urban Farms & Markets

4
Feed Denver

5

Urban Farms & Markets

Insights
 “It’s really a small

“This is an 

entrepreneurial

business class, 
com...
Feed Denver

6

Urban Farms & Markets

Feed Denver is fighting a problem
that:
Many don’t
know exists

They don’t
understa...
Feed Denver

Urban Farms & Markets

What’s the problem?
We produce only .2% of what we eat in CO
More and more dependent o...
Feed Denver

Urban Farms & Markets

Lisa’s Vision
Start more farms!
If we created 10% of our food locally, we
would grow o...
Feed Denver

9

Urban Farms & Markets

What’s really happening
Sunnyside
F
arm

Classes

Feed Denver: Urban Farms & Market...
Feed Denver

Urban Farms & Markets

Problem
Identity crisis.

No market = no marketing
Don’t understand how to effectively...
Feed Denver

Urban Farms & Markets

-Poor website
-No social media
-No PR
-No online presence
-Unclear targeting

Feed Den...
Feed Denver

Urban Farms & Markets

Farming is a vehicle to:

Empowerment
Profit
Economy
Health
Feed Denver: Urban Farms &...
Feed Denver

Urban Farms & Markets

Feed Denver’s focus is on Urban Farming as a means to
create a business, not just a su...
Feed Denver

Urban Farms & Markets

“Harvesting Urban Entrepreneurship”

Feed Denver: Urban Farms & Markets

14
Feed Denver

Urban Farms & Markets

Big Idea

Repositioning the Image

Change
impression of
Feed Denver as
just an urban
g...
Feed Denver

16

Urban Farms & Markets

Positioning Map
The Application of Urban F
arming
Farmers’ Markets

Health Conscio...
Feed Denver

Urban Farms & Markets

Feed Denver: Urban Farms & Markets

17
Feed Denver

Urban Farms & Markets

Feed Denver: Urban Farms & Markets

18
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Feed Denver: Harvesting Urban Entrepreneurship

  1. 1. Feed Denver Urban F arms & Markets
  2. 2. Feed Denver Urban Farms & Markets Alexander | Anderson | borowski | Calkin | Danielson | Vinson
  3. 3. Feed Denver Urban Farms & Markets What is Feed Denver?
  4. 4. Feed Denver Urban Farms & Markets Feed Denver: Urban Farms & Markets 4
  5. 5. Feed Denver 5 Urban Farms & Markets Insights  “It’s really a small “This is an  entrepreneurial business class,  combining  endeavor and that the  future farmers of  America are going to  be small farmers around cities.” farming techniques  with small business  practices” Feed Denver: Urban Farms & Markets
  6. 6. Feed Denver 6 Urban Farms & Markets Feed Denver is fighting a problem that: Many don’t know exists They don’t understand Feed Denver: Urban Farms & Markets Or know how it affects them
  7. 7. Feed Denver Urban Farms & Markets What’s the problem? We produce only .2% of what we eat in CO More and more dependent on foreign and processed foods. Deteriorating health of the state and nation. Huge unemployment rates. Loss of food security. Feed Denver: Urban Farms & Markets 7
  8. 8. Feed Denver Urban Farms & Markets Lisa’s Vision Start more farms! If we created 10% of our food locally, we would grow our locally sourced food market from $4.3 million to $570 Empower million. people through entrepreneurship. Feed Denver: Urban Farms & Markets 8
  9. 9. Feed Denver 9 Urban Farms & Markets What’s really happening Sunnyside F arm Classes Feed Denver: Urban Farms & Markets Innovation and Projects
  10. 10. Feed Denver Urban Farms & Markets Problem Identity crisis. No market = no marketing Don’t understand how to effectively realize their vision Feed Denver: Urban Farms & Markets 10
  11. 11. Feed Denver Urban Farms & Markets -Poor website -No social media -No PR -No online presence -Unclear targeting Feed Denver: Urban Farms & Markets 11
  12. 12. Feed Denver Urban Farms & Markets Farming is a vehicle to: Empowerment Profit Economy Health Feed Denver: Urban Farms & Markets 12
  13. 13. Feed Denver Urban Farms & Markets Feed Denver’s focus is on Urban Farming as a means to create a business, not just a sustainable hobby. And it is, but when you get down to it Urban Farming is really an untapped business opportunity. Feed Denver: Urban Farms & Markets 13
  14. 14. Feed Denver Urban Farms & Markets “Harvesting Urban Entrepreneurship” Feed Denver: Urban Farms & Markets 14
  15. 15. Feed Denver Urban Farms & Markets Big Idea Repositioning the Image Change impression of Feed Denver as just an urban gardening initiative And into the identity of an attainable business opportunity. Feed Denver: Urban Farms & Markets 15
  16. 16. Feed Denver 16 Urban Farms & Markets Positioning Map The Application of Urban F arming Farmers’ Markets Health Conscious Natural Grocers Whole Foods Sprouts Trader Joe’s KS Fresh Fare Low Cost High Cost Safeway Kroger Co. Low Health Conscious Sprouts Farmers Market
  17. 17. Feed Denver Urban Farms & Markets Feed Denver: Urban Farms & Markets 17
  18. 18. Feed Denver Urban Farms & Markets Feed Denver: Urban Farms & Markets 18
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