Leading Harvest is a quiet advocate. To date we’ve operated ‘inside the tent’, working with investors and brands to drive change but things aren’t moving fast enough in Australia to merit continuing this approach. We want to be bolder, we know that consumers want more sustainable food and that retailers are struggling to find ways ...
Leading Harvest
Retailer Call-to-Action
GOAL
$15,000
Australia > National / Multi-state > Metro and Regional
Field of Interest
- Environment conservation and climate change
Target Population
- Flora / fauna
- Professional workforce
Leading Harvest
Our mission is to accelerate the transition to a sustainable and resilient global agriculture system. Agriculture accounts for around 20% of Australia's emissions, as well as having material impacts on biodiversity, soil health and water quality. Our farmers are the backbone of our rural economies and our export power, producing enough food to feed 75M people. Agriculture is uniquely positioned as both a driver of climate change and a sector exposed to high levels of risk because of climate change. We need large scale changes to how we produce food and fibre, a material shift towards lower carbon and more regenerative practices. Farmers want to make these changes but they're often stuck in short term commercial cycles with their customers who are paralysed by the scale of change that's needed. Leading Harvest provides an outcomes driven, third party verified standard that's specifically designed to help implement change at scale. We bring together farmers and their customers to help them work together to make the transition to better farming practices that are good for people, profit and the planet.
Project Summary
Leading Harvest is a quiet advocate. To date we’ve operated ‘inside the tent’, working with investors and brands to drive change but things aren’t moving fast enough in Australia to merit continuing this approach. We want to be bolder, we know that consumers want more sustainable food and that retailers are struggling to find ways of putting more on the shelves, especially without asking customers to pay a premium. But premiums aren’t the only way of implementing the changes we need to see on our farms.
We want to implement a campaign that encourages the retailers to pay attention to what consumers want and to work with their suppliers to support this transition. We need additional funds to help this campaign reach more consumers to encourage them to ask their retailer to step up and to encourage the retailers to do more.
Project Outcomes
The farmers already enrolled in our standard love the results it delivers but they are lacking the demand from their customers to continue the ongoing financial investment in the certification. This campaign will result in more brands and retailers asking their suppliers for Leading Harvest certification which will result in more farmers becoming certified. This means more land will be managed with regenerative farming practices that deliver better results for people and planet.
Budget Breakdown
TOTAL BUDGET: $30,000
FUNDING
| Funding source | Amount |
|---|---|
| Internal resources | $15,000 |
EXPENSES
| Expense item | Amount |
|---|---|
| Campaign design (images and messaging) | $5,000 |
| Campaign execution (billboards, social media etc.) | $25,000 |
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