Brand values regarding the advancement of the selected Sustainable Development Goal

SUSTAINABLE DEVELOPMENT GOAL 2

End hunger, achieve food security and improved nutrition and promote sustainable agriculture

Working as a team, the UN, the agency and the international Chef Jorge Rausch, created a Brand specially made for the farmers and make them entrepreneurs to start negotiating without intermediaries, giving back 50% of the profits to promote sustainable agriculture products.

Brief:

Make agriculture a profitable activity for the communities that returned to their lands after a 50-year war that displaced them, helping them get out of the absolute poverty they have been living in for decades.

Objective:

Main objective:

To make agriculture become a profitable activity for farmers in the second country with the most refugees in the world.

Specific objectives:

To reduce intermediaries and increase profits

Optimize resources as much as we could and reduce costs for farmers.

After the peace agreement was signed in 2016, Colombia ended the longest non-negotiated war in the world. A war that left 8.3 million displaced people, mostly farmers, who had to leave their lands and move to the big cities, finding themselves in absolute poverty.

Now, many of these people have come back to their lands to cultivate them, facing another war, where the oversupply caused by monocultures and the endless chain of intermediaries on the negotiation process reduce their profits more than 50%.

To make agriculture profitable for the communities, the agency had to stop seeing them as farmers to turn them into entrepreneurs, giving them a unique product, discovered with the help of the UN, and creating a brand of their own that could reach the local market with the support of one of the Colombia's most important chefs (Jorge Rausch), creating the first process in the country that gets rid of intermediaries and allows these communities to negotiate directly with the points of sale giving them guarantees of access to a fairer economy.

Target Audience:

Colombian men and women, over 25-years-old, from medium-high socioeconomic status, who find added value in organic products produced with sustainable techniques.

Super Markets, mini markets and gourmet markets, which are always looking for new products that generate value within their offer.

Local and international chefs who are looking for unknown ingredients to innovate in their menus.

Approach:

We transformed the farmers into entrepreneurs and the owners of the profits of their work, increasing the perception of their products in the local and foreign market, through an alliance strategy with the most important chefs in the world and the UN.

To make agriculture a way to get out of poverty for these communities, the agency created a strategy that changed the unfair negotiation model, under which they sold their products.

At the beginning of 2018, we traveled with UN to these territories and discovered 17 unique varieties of ingredients that turned into their product, teaching them how to cultivate them with sustainable techniques.

In May 2018, Jorge Rausch became the ambassador of these ingredients. At the time the agency created an identity inspired by the hands of these farmers.

By August 2018, we would send a direct mail to 120 chefs who would add them as allies, making this product a gourmet ingredient that raised its value.

Now we managed to get the attention of 180 points of sale that now negotiate directly with the communities, giving all the profits to the 15 associations that are part of the project.

Now agriculture is giving 50% more income to these communities, getting them out of poverty.

We successfully got to 180 points of sale around the country, stopped negotiating with intermediaries and start negotiating directly with the farmers.

Being a brand designed to produce its packaging using handmade techniques and natural resources, this idea is easily replicable, even in the most remote parts of Colombia.

We changed the perception of products such as beans in the world of haute cuisine, going from being a not so valued ingredient and turning them into a gourmet ingredient that increases the profit margin.