sustainable food 2.0 #savefood at sxsw interactive 2009

Sustainable Food 2.0#savefood

Rachel WeidingerCommon Knowledgecommonknow.com

@commonknow@rachelannyes

Melanie ChengFounder

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

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

Everybodyelse

Everybodyelse

FarmersFarmers

Everybodyelse

Everybodyelse

FarmersFarmers

Everybodyelse

Everybodyelse

FarmersFarmers

+ =

@farmsreach

melaniec@farmsreach.com

Andrew MacRaeIAmAMacRae.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.

4 Fun Facts About “No Farms No Food”

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

2. Is a registered Trademark.3. The most successful slogan describing the

complex link between farms, farmers, and food – ever.

4. 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 20th - Sept 1st 2008

Goals1. Reach new audience and Grow House File2. Keep AFT awareness high in absence of national

program-based campaigns 3. Test messaging and new outreach tools4. Take advantage of summer interest in farmers

markets5. $DONATIONS!$

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

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

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).

Rachel WeidingerCommon Knowledgecommonknow.com

@commonknow@rachelannyes

climatecrossroads.org

Humberto KamMonterey 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©

• Regional & sushi guides(GPS functionality coming soon)

iPhone App

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

iPhone App

• 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

iPhone App - Learnings

• 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