The Food Fight Presentation
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The Food Fight is a philanthropic initiative that was kicked off by our group of 10 interns at FLM+. This campaign is designed to raise awareness about the global food loss and food waste issue. Our group was spread out throughout the United States in multiple FLM+ locations. We split into three functional teams: creative, public relations, and events. I worked on the creative team. Our main project was the kickoff video, where I held a role in planning, filming, and editing. I went on four video shoots and interviews on local farms as well as conducted street interviews in downtown Minneapolis. I also played a large role in branding and strategy, building the logo, website wireframes, and social graphics.
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The Food Fight Presentation
- 1. 1
- 2. 2 Background
- 3. 3 The Interns Summer McCracken Minneapolis Brooke Wente Minneapolis Madi Kurvers Minneapolis Molly Schmitt Minneapolis Wyatt Stark Kansas City Cameron Mann Indianapolis Wes Davis Indianapolis Megan Besancon Columbus Liz Overholt Columbus Nora Faris Washington D.C.
- 4. 4 Team Project Set-Up 10 1Interns Goal Reduce Food Waste
- 5. 5 Objective • Increase favorable perceptions of FLM+ as a thought leader within food waste and water conservation • Build upon a greater philanthropic effort • FLM+ to pioneer this space and important message
- 6. 6 RFP • Audience • Current and future FLM+ team members • Current and future FLM+ clients • Create umbrella campaign • Budget • 2016 OOP $2,500 • 2017 OOP $25,000 • Recommendations
- 7. 7 The Process Background - RFP - Deliverables - Weekly calls - Research Brainstorm - Name - 2016 event - 2017 event Breakout - Creative - PR - Events - Project manager Produce/Present - Social plan - Event proposals - Interviews - Video production Legacy - 2016 event - 2017 event - Social media - Career fairs - Recruitment - Agvocate
- 8. 8 There are five key areas in the agricultural value chain where waste occurs: Production Handling & Storage Processing & Packaging Distribution & Marketing Consumption When Food Waste Occurs Source: Food and Agriculture Organization of the United Nations
- 9. 9 Global Perspective 25.57% 22.57% 5.29% 12.86% 34.14% More than 80 percent of global food waste occurs at the production, handling & storage, and consumption stages. Production Handling & Storage Processing & Packaging Distribution & Marketing Consumption Source: Food and Agriculture Organization of the United Nations
- 10. 10 North American Perspective 17% 6% 9% 7% 61% In North America, over 61 percent of food waste occurs at the consumption level. Advanced production, processing and supply chain systems reduce waste. As a result, consumers generate the most waste. Production Handling & Storage Processing & Packaging Distribution & Marketing Consumption Source: Food and Agriculture Organization of the United Nations
- 11. 11 The Overall Story We are pretty wasteful consumers. 40% of all food in America is thrown away. Total Loss: $1 trillion globally per year. For every person, that’s 20 pounds of food per month. Source: Food and Agriculture Organization of the United Nations
- 12. 12 Why Does Food Waste Matter? 21 percent of water is used to grow food that will be thrown away. One-fifth of all landfill contents are from wasted food. If we wasted just 20 percent less food, there would be enough food to feed another 25 million Americans. Source: Food and Agriculture Organization of the United Nations
- 13. 13 Creative
- 14. 14 Naming Process Less Is More Waste Watchers Are You Gonna Eat That? Don’t Let Taste Go To Waste Food For Thought Food Fighters Put a Fork In It Waste Warriors The Food Fight Spread the Food
- 15. 15 Logo Drafts
- 17. 17
- 19. 19 Agricultural Graphics • [insert two farmer graphics]
- 23. 23 Video Process • Purpose • Planning • Filming • Editing
- 24. 24 The Food Fight Video
- 26. 26 Web Presence
- 27. 27 Web Presence
- 28. 28 Web Presence
- 29. 29 Additional Opportunities • Infographics • Social graphics • Video series • Recruitment
- 31. 31 Overview • FLM+ social media strategy and best practices • Deliverables • Press releases • Content calendar • Intern testimonials • Blog posts • Recipe book
- 32. 32 FLM+ Social Media Strategy • Showcase brand • Increase digital exposure • Enhance trustworthiness • Expand business • Develop a loyal community of prospects • Boost traffic and search engine ranking
- 33. 33 Current FLM+ Social Media 943 802 92Facebook likes Twitter followers Instagram followers
- 34. 34 Best Practices - Facebook • Frequency: one per week • Ideal Post Length: 25 words • Ideal Video Length: 30-40 seconds • Use links if possible • Use photos and videos • Share original content
- 35. 35 Best Practices - Twitter • Frequency: two per week • Ideal length: 100 characters without a link; 120 characters with a link • Hashtag: under 13 characters • #TheFoodFight • Use one to two hashtags max
- 36. 36 Best Practices - Instagram • Frequency: one per week • Ideal length: 40 characters • Use high-quality images • Have fun language
- 37. 37 Best Practices - Blog • Frequency: one time a month • Blog location: wideopenthinking.com • Promotion: all FLM+ social media
- 38. 38 Blog Topics Holiday Theme Highlight/Review of Campaign Events Client Participation Stories Recipes Introducing The Food Fight Video Farmer Interviews Infographic Explanation Food Storage Best Practices Restaurant Efforts to Reduce Food Waste Employee Guest Blog – How has food waste impacted you? The Food Fight Blog Content
- 40. 40 Intern Testimonials “It’s encouraging to know that farmers are making a real effort to reduce food loss.” “It’s a truly rewarding feeling knowing that my company and its employees are becoming passionate about a serious issue.” “We can all make a difference, whether we are farmers, food processors or consumers.” Cameron Mann Indianapolis Madi Kurvers Minneapolis Megan Besancon Columbus
- 41. 41 Recipe Book • Developed for FLM+ to use as a resource when creating social media posts and blogs • Evolving resource • Currently consists of eight recipes utilizing eight different key ingredients
- 42. 42 Recipe Book
- 43. 43 Press Releases • Frequency: correspond with events • Shared on wideopenthinking.com • Use Cision to share press release through web and print publications The Food Fight, A New Initiative for FLM+ FLM+ brings conversation to food loss, waste and water conservation Columbus, Ohio- September __, 2016- Agriculture plays an important role in food loss, food waste and water conservation. Over time, FLM+ has determined its role in that mission. FLM+ is pleased to announce its position in food loss, food waste and water conservation through a new companywide initiative, The Food Fight. The Food Fight will be a staple of the core values of FLM+ by engaging current and future team members. This initiative focuses on shining a light on food loss, food waste, and water conservation and creating conversations around these issues that affect the agricultural industry and consumers. Over the course of the next few months, FLM+ will be implementing its stance on these issues into its offices in Minneapolis, Columbus, Washington D.C., Indianapolis and Kansas City. FLM+ will provide educational materials to its team members on ways to implement a more sustainable way of life. Some of this education will be in the form of recipes to utilize leftovers, cooking classes and providing social media posts that will create conversation around these issues. Along with providing educational materials, FLM+ will also be encouraging team members to take time to volunteer in the realm of food waste, loss and water conservation. FLM+ has the opportunity to share its talents with Second Harvest Heartland. Finally, FLM+ will be working to create conversations with current consumers by engaging them in activities throughout the locations of FLM+. “The Food Fight will become an important part of FLM+’s culture and will be a stepping stone to allow FLM+ to take a stance on an issue that affects all of us,” said [insert person and title here]. “Not only is this issue important to us, but this issue is important to our clients.” To learn more about this initiative visit www.wideopenthing.com. FLM+ is dedicated to bringing Wide open thinking™, engaging content and thought leadership to global clients who specialize in agriculture and life and environmental sciences to improve the lives and health of plants, animals, people and communities. The FLM+ team is passionate about delivering world class work and producing far- reaching results by setting strategies, aligning teams, framing opinions and creating demand. FLM+ offices are located in Columbus, Ohio, Indianapolis, Ind., Kansas City, Mo., Minneapolis, Minn., and Washington D.C.
- 44. 44 Social Media Guide • Share content created by FLM+ and the intern team • Video • Infographics • Promote events and FLM+ team member volunteer hours • Share current articles and client work relating to food loss and food waste • Use #TheFoodFight
- 45. 45 Events
- 46. 46 Purpose of Events • Generates excitement and creates awareness for The Food Fight • Necessary for public relations efforts • Showcases company’s values • Allows employees to be involved
- 47. 47 Who Would We Invite? FLM+ Team Members Clients Upcoming Interns Previous Colleagues Media Partners Public Officials
- 48. 48 World Food Day Event Columbus Mid-Ohio Foodbank Minneapolis Second Harvest Heartland Indianapolis Gleaners Food Bank of Indiana, Inc. Washington D.C. Capital Area Foodbank Kansas City Harvesters – The Community Food Network
- 49. 49 Volunteer Incentive Each year every FLM+ employee gets 20 hours worth of billable hours to complete volunteer activities. Some of those hours will be used for company organized volunteer events.
- 50. 50 Event Options 1 2The Food Fight Festival The Food Fight Farm Tour
- 51. 51 Option 1
- 52. 52 The Food Fight Festival Monday Cooking Class With a Local Chef Tuesday Volunteer Activity Wednesday Ugly Food Contest Thursday Company Cook-Off Friday Family and Friends Potluck
- 53. 53 Locations
- 54. 54 Option 2
- 55. 55 The Food Fight Farm Tours Farm Tours Dinner on the Farm Panel Discussion
- 56. 56 Farm Tours
- 57. 57 Dinner on the Farm
- 58. 58 Panel Discussion • Similar to USFRA’s Food Dialogue events • Panelists could include: • Local farmer • University researcher • Extension worker • Government official • FAO leader
- 59. 59 Locations
- 60. 60 Why You Should Care
- 61. 61 VIEWER DISCRETION IS ADVISED
- 62. 62 FLM+ Fridge
- 63. 63 FLM+ Fridge
- 64. 64 FLM+ Fridge
- 65. 65 The Food Fight 2.0
- 66. 66 Plan Realistically. Donate Accordingly.
- 67. 67 Tips for You • Buy more often • Plan your meals • Clean your plate • Cook creatively • Use smaller plates • Use take-out boxes
- 68. 68 Recommendations • Utilize social • Incorporate FLM+ team members • More graphics • Short video clips • Career fair potential • Implement project on website • Volunteer for W.F.D. • Order less for catered meals • Apply blogs and quotes
- 69. 69 Questions
- 70. 70 Thank you!