Sustainable Food 2.0 #savefood

Sustainable Food 2.0

#savefood

Rachel Weidinger Common Knowledge commonknow.com @commonknow @rachelannyes

Rachel Weidinger

Common Knowledge

commonknow.com

@commonknow

@rachelannyes

Melanie Cheng Founder FarmsReach @farmsreach @sfmelanie

10% of household income 1,950 lb per person 8.1 metric tons of greenhouse gas 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

10% of household income

1,950 lb per person

8.1 metric tons of greenhouse gas

USDA/ERS, “Price Spreads from Farm to Consumer,” by Howard Elitzak, at [ http://www. ers.usda.gov/Data/FarmToConsumer/Data/marketingbiltable1.htm]. Everybody else Farmers

Everybody else Farmers

Everybody else Farmers

+ =

@farmsreach [email_address]

Andrew MacRae IAmAMacRae.com @IAmAMacRae

Food 2.0? You Mean Food 1.0 Disclaimer: I am Andrew MacRae, a self employed consultant, and I do not represent the American Farmland Trust (AFT) in any official or unofficial capacity. In 2008, while employed at AFT I designed the “No Farms No Food” online campaign .

Disclaimer:

I am Andrew MacRae, a self employed consultant, and I do not represent the American Farmland Trust (AFT) in any official or unofficial capacity.

In 2008, while employed at AFT I designed the “No Farms No Food” online campaign .

4 Fun Facts About “No Farms No Food” Used at American Farmland Trust since it was founded in 1980. Is a registered Trademark. The most successful slogan describing the complex link between farms, farmers, and food – ever. An outstanding integrated marketing campaign ran by AFT in the summer of 2008 .

Used at American Farmland Trust since it was founded in 1980.

Is a registered Trademark.

The most successful slogan describing the complex link between farms, farmers, and food – ever.

An outstanding integrated marketing campaign ran by AFT in the summer of 2008 .

“ Farmers Market” Search Volume over 5years

“ Farmers Market” Search Volume in a year

Launch of Summer Campaign July 20 th - Sept 1 st 2008 Goals Reach new audience and Grow House File Keep AFT awareness high in absence of national program-based campaigns Test messaging and new outreach tools Take advantage of summer interest in farmers markets $DONATIONS!$

Goals

Reach new audience and Grow House File

Keep AFT awareness high in absence of national program-based campaigns

Test messaging and new outreach tools

Take advantage of summer interest in farmers markets

$DONATIONS!$

Social Value Word of Mouth is Catching On. “ Someone posted it on their twitter page.” John, MA ” [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!" - Nancy, CO “ I was very excited to be able to help spread the word and receive the No Farms No Food bag....as I look around I see more and more people with the bags...” Leanne, NC “ 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

Word of Mouth is Catching On.

“ Someone posted it on their twitter page.” John, MA

” [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!" - Nancy, CO

“ I was very excited to be able to help spread the word and receive the No Farms No Food bag....as I look around I see more and more people with the bags...” Leanne, NC

“ 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

No Farms No Food – the map

No Farms No Food – the map

Distributed 30,000 bumper stickers to 1,000+ requesters. Received $16,000 in weekly pledges to buy local food. (A majority described local food as being within 50 miles) Converted web visitor to subscriber at 20%-40% (depending on the landing page). Converted 4% of all subscriber to donors before the left the website. Left with a SEM Riddle

Distributed 30,000 bumper stickers to 1,000+ requesters.

Received $16,000 in weekly pledges to buy local food. (A majority described local food as being within 50 miles)

Converted web visitor to subscriber at 20%-40% (depending on the landing page).

Converted 4% of all subscriber to donors before the left the website.

Left with a SEM Riddle

Food 2.0? You mean Food 1.0!

Farm Bill Keywords

Food Prices Keywords

Local Food Keywords

Farmers Market Keywords

Rural Broadband Use http://www.ers.usda.gov/Publications/EIB47/

Demographic Differences is SEM

Final Thought If you are trying to reach the farmers market audience through SEM. You must design your strategy with the Yahoo audience in mind. Get a free No Farms No Food bumper sticker at NoFarmsNoFood.org (redirect).

If you are trying to reach the farmers market audience through SEM. You must design your strategy with the Yahoo audience in mind.

Get a free No Farms No Food bumper sticker at NoFarmsNoFood.org (redirect).

Rachel Weidinger Common Knowledge commonknow.com @commonknow @rachelannyes

Rachel Weidinger

Common Knowledge

commonknow.com

@commonknow

@rachelannyes

climatecrossroads.org

climatecrossroads.org

Humberto Kam Monterey Bay Aquarium @montereyaq

Humberto Kam

Monterey Bay Aquarium

@montereyaq

SUSTAINABLE SEAFOOD

Destructive Fishing Methods

1 in 4 animals dies as bycatch

90% of wild fish stocks gone by 2050

Is fish farming the answer? It depends...

Working with businesses 11 seafood guides 22 Million Pocket Guides Seafood Watch ©

Working with businesses

11 seafood guides

22 Million Pocket Guides

Regional & sushi guides (GPS functionality coming soon) iPhone App

Regional & sushi guides

(GPS functionality coming soon)

Regional & sushi guides (GPS functionality coming soon) Alphabetical Listing (sort by ranking coming soon) iPhone App

Regional & sushi guides

(GPS functionality coming soon)

Alphabetical Listing

(sort by ranking coming soon)

Regional & sushi guides (GPS functionality coming soon) Alphabetical Listing (sort by ranking coming soon) Detailed Information iPhone App

Regional & sushi guides

(GPS functionality coming soon)

Alphabetical Listing

(sort by ranking coming soon)

Detailed Information

iPhone App Regional & sushi guides (GPS functionality coming soon) Alphabetical Listing (sort by ranking coming soon) Detailed Information Search

Regional & sushi guides

(GPS functionality coming soon)

Alphabetical Listing

(sort by ranking coming soon)

Detailed Information

Search

iPhone App - Results “ If you believe in the importance of eating sustainable seafood, it deserves a place on your iPhone or iPod touch.” Macworld

iPhone App - Results 23,000 downloads Better user experience Reduce print costs

23,000 downloads

Better user experience

Reduce print costs

iPhone App - Learnings Launch with key features Good ideas excuse much Ask for help Plan for the real world Leverage code

Launch with key features

Good ideas excuse much

Ask for help

Plan for the real world

Leverage code

iPhone App - Springboard

What can you do? Learn more at: SeafoodWatch.org Choose wisely. Use the guides. Talk to your waiter & fishmonger.

Sustainable Food 2.0 #savefood savefood.wikispaces.com

Sustainable Food 2.0

#savefood

savefood.wikispaces.com