The People's Farm: A Brand Invention Case Study
Introduction
The People's Farm is an innovative indoor vertical farming company with a mission to increase access to nutrition in underserved areas and promote education for agriculture. Headquartered in Las Vegas, Nevada, the company is founded and operated by veterans in the cattle industry who are heavily investing in sustainable agriculture after building a multi-billion-dollar agriculture business. This case study focuses on the brand creation process for The People's Farm, including research, naming, strategic direction, and the impact on the company's vision.
Company Background and Context
Originally named Urban Fresh Farms, the company aimed to sell microgreens in portable grow pods to provide communities with locally grown, nutritious produce. The founders sought a brand expert to create a strong, engaging brand that would resonate with consumers and differentiate the company in the market.
Research
To develop the brand, extensive research was conducted on the company, category, consumers, and culture. The findings revealed a strong consumer demand for locally grown food and produce, as well as an interest in preserving agricultural education and practice. At the same time, the vertical farming industry was witnessing a surge of investments from major tech companies like Google and Amazon, consolidating power and potentially alienating local communities.
Original Name and Transition
Recognizing the cultural opportunity to differentiate from large tech companies, the brand expert recommended a transition from the original name, Urban Fresh Farms, to The People's Farm. This new name better represented the people and emphasized heart, care, and empathy with local communities.
Development of the Brand Platform and Strategic Direction
The brand platform for The People's Farm was developed to communicate the company's commitment to sustainable agriculture, local communities, and education. The strategic direction focused on emphasizing the company's values and differentiating it from competitors in the vertical farming space.
Key Insights
The research revealed that the world has largely lost touch with its agricultural roots. However, consumers are eager to reconnect with locally grown food and promote agricultural education. These insights informed the creation of The People's Farm brand, positioning it as a trusted and compassionate alternative to large tech companies investing in vertical farming.
Cultural Opportunity and Differentiation
The People's Farm brand capitalizes on the cultural opportunity to create a connection with local communities, providing them with access to nutritious, sustainably grown produce while preserving agricultural heritage. This approach differentiates the brand from large tech companies and highlights its commitment to the people and the environment.
CEO's Reception and Current Progress
The CEO of The People's Farm was thrilled with the new vision and brand direction. Currently, the company is working to operationalize several dozen grow pods across the United States to serve underserved communities and increase nutritional access in hard-to-reach places.
Future Plans
The People's Farm is determined to expand its impact by placing grow pods across the United States, partnering with major retailers to bring their products to shelves, and continuing to invest in their innovative technology. The company is dedicated to its mission of providing access to nutrition and promoting education for agriculture in local communities.
Conclusion
The brand invention process for The People's Farm was a successful collaboration that resulted in a strong, engaging brand that resonates with consumers and differentiates the company in the market. The research, strategic thinking, and creative process behind The People's Farm brand invention have positioned the company for success and positive impact in the vertical farming industry.
