Sustainable Food 2.0 #Savefood at SXSW Interactive 2009


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At this panel, we discussed how nonprofits and social entrepreneurs are making access to sustainable food easier with shortcodes, social networks, advocacy tools, and location-based platforms. The founder of FarmsReach shared her vision for this web platform for local, sustainable food. We discussed the evolution of Monterey Bay Aquarium's Seafood Watch to mobile access, and the recent launch of their iPhone app. The advocacy work of the American Farmland Trust was covered, including some surprises about SEM. We shares how the Sierra Club's global warming portal with integrated social network--Climate Crossroads--is using food to engage users in a challenging issue.

Rachel Weidinger Mktg Dir & Sr Consultant, Common Knowledge

Humberto Kam Sr Mgr Online Communications, Monterey Bay Aquarium
Andrew MacRae Get Involved
Melanie Cheng Founder,

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  • Sustainable Food 2.0 #Savefood at SXSW Interactive 2009

    1. 1. <ul><li>Sustainable Food 2.0 </li></ul><ul><li>#savefood </li></ul>
    2. 2. <ul><li>Rachel Weidinger </li></ul><ul><li>Common Knowledge </li></ul><ul><li> </li></ul><ul><li>@commonknow </li></ul><ul><li>@rachelannyes </li></ul>
    3. 36. Melanie Cheng Founder FarmsReach @farmsreach @sfmelanie
    4. 38. <ul><li>10% of household income </li></ul><ul><li>1,950 lb per person </li></ul><ul><li>8.1 metric tons of greenhouse gas </li></ul>Food-Miles and the Relative Climate Impacts of Food Choices in the United States Christopher L. Weber, and H. Scott Matthews Environ. Sci. Technol., 2008, 42 (10), 3508-3513• DOI: 10.1021/es702969f • Publication Date (Web): 16 April 2008
    5. 44.   USDA/ERS, “Price Spreads from Farm to Consumer,” by Howard Elitzak, at [ http://www.]. Everybody else Farmers
    6. 66. Everybody else Farmers
    7. 67. Everybody else Farmers
    8. 70. + =
    9. 73. @farmsreach [email_address]
    10. 74. Andrew MacRae @IAmAMacRae
    11. 75. Food 2.0? You Mean Food 1.0 <ul><li>Disclaimer: </li></ul><ul><li>I am Andrew MacRae, a self employed consultant, and I do not represent the American Farmland Trust (AFT) in any official or unofficial capacity. </li></ul><ul><li>In 2008, while employed at AFT I designed the “No Farms No Food” online campaign . </li></ul>
    12. 76. 4 Fun Facts About “No Farms No Food” <ul><li>Used at American Farmland Trust since it was founded in 1980. </li></ul><ul><li>Is a registered Trademark. </li></ul><ul><li>The most successful slogan describing the complex link between farms, farmers, and food – ever. </li></ul><ul><li>An outstanding integrated marketing campaign ran by AFT in the summer of 2008 . </li></ul>
    13. 77. “ Farmers Market” Search Volume over 5years
    14. 78. “ Farmers Market” Search Volume in a year
    15. 79. Launch of Summer Campaign July 20 th - Sept 1 st 2008 <ul><li>Goals </li></ul><ul><ul><li>Reach new audience and Grow House File </li></ul></ul><ul><ul><li>Keep AFT awareness high in absence of national program-based campaigns </li></ul></ul><ul><ul><li>Test messaging and new outreach tools </li></ul></ul><ul><ul><li>Take advantage of summer interest in farmers markets </li></ul></ul><ul><ul><li>$DONATIONS!$ </li></ul></ul>
    16. 81. Social Value <ul><li>Word of Mouth is Catching On. </li></ul><ul><ul><li>“ Someone posted it on their twitter page.” John, MA </li></ul></ul><ul><ul><li>” [We] put one on our vehicle and one on our stock trailer. We are proud to be ranchers and want everyone to know that if they don't support local farms, there will be no fresh food!&quot; - Nancy, CO </li></ul></ul><ul><ul><li>“ I was very excited to be able to help spread the word and receive the No Farms No Food I look around I see more and more people with the bags...” Leanne, NC </li></ul></ul><ul><ul><li>“ We began distributing the No Farms, No Food bumper stickers at our farmers markets thinking we would just hand out a few here and there but man, are they popular! Our customers love the stickers because they understand the contribution small farms make to the quality of their lives.” (request for additional 500) Nancy, CT </li></ul></ul>
    17. 82. No Farms No Food – the map
    18. 83. No Farms No Food – the map
    19. 84. <ul><li>Distributed 30,000 bumper stickers to 1,000+ requesters. </li></ul><ul><li>Received $16,000 in weekly pledges to buy local food. (A majority described local food as being within 50 miles) </li></ul><ul><li>Converted web visitor to subscriber at 20%-40% (depending on the landing page). </li></ul><ul><li>Converted 4% of all subscriber to donors before the left the website. </li></ul><ul><li>Left with a SEM Riddle </li></ul>
    20. 85. Food 2.0? You mean Food 1.0!
    21. 86. Farm Bill Keywords
    22. 87. Food Prices Keywords
    23. 88. Local Food Keywords
    24. 89. Farmers Market Keywords
    25. 90. Rural Broadband Use
    26. 91. Demographic Differences is SEM
    27. 92. Final Thought <ul><li>If you are trying to reach the farmers market audience through SEM. You must design your strategy with the Yahoo audience in mind. </li></ul><ul><li>Get a free No Farms No Food bumper sticker at (redirect). </li></ul>
    28. 93. <ul><li>Rachel Weidinger </li></ul><ul><li>Common Knowledge </li></ul><ul><li> </li></ul><ul><li>@commonknow </li></ul><ul><li>@rachelannyes </li></ul>
    29. 94. <ul><li> </li></ul>
    30. 106. <ul><li>Humberto Kam </li></ul><ul><li>Monterey Bay Aquarium </li></ul><ul><li>@montereyaq </li></ul>
    32. 108. Destructive Fishing Methods
    33. 109. 1 in 4 animals dies as bycatch
    34. 110. 90% of wild fish stocks gone by 2050
    35. 111. Is fish farming the answer? It depends...
    36. 112. <ul><li>Working with businesses </li></ul><ul><li>11 seafood guides </li></ul><ul><li>22 Million Pocket Guides </li></ul>Seafood Watch ©
    37. 113. <ul><li>Regional & sushi guides </li></ul><ul><li>(GPS functionality coming soon) </li></ul>iPhone App
    38. 114. <ul><li>Regional & sushi guides </li></ul><ul><li>(GPS functionality coming soon) </li></ul><ul><li>Alphabetical Listing </li></ul><ul><li>(sort by ranking coming soon) </li></ul>iPhone App
    39. 115. <ul><li>Regional & sushi guides </li></ul><ul><li>(GPS functionality coming soon) </li></ul><ul><li>Alphabetical Listing </li></ul><ul><li>(sort by ranking coming soon) </li></ul><ul><li>Detailed Information </li></ul>iPhone App
    40. 116. iPhone App <ul><li>Regional & sushi guides </li></ul><ul><li>(GPS functionality coming soon) </li></ul><ul><li>Alphabetical Listing </li></ul><ul><li>(sort by ranking coming soon) </li></ul><ul><li>Detailed Information </li></ul><ul><li>Search </li></ul>
    41. 117. iPhone App - Results “ If you believe in the importance of eating sustainable seafood, it deserves a place on your iPhone or iPod touch.” Macworld
    42. 118. iPhone App - Results <ul><li>23,000 downloads </li></ul><ul><li>Better user experience </li></ul><ul><li>Reduce print costs </li></ul>
    43. 119. iPhone App - Learnings <ul><li>Launch with key features </li></ul><ul><li>Good ideas excuse much </li></ul><ul><li>Ask for help </li></ul><ul><li>Plan for the real world </li></ul><ul><li>Leverage code </li></ul>
    44. 120. iPhone App - Springboard
    45. 121. What can you do? Learn more at: Choose wisely. Use the guides. Talk to your waiter & fishmonger.
    46. 123. <ul><li>Sustainable Food 2.0 </li></ul><ul><li>#savefood </li></ul><ul><li> </li></ul>
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