The Crop Trust
The Food Forever Experience
A cohesive story and flexible brand system that garnered national attention and laid the groundwork for global expansion.
Services
- Strategy
- Identity
- Collateral
- Event Management
- Social Media & PR Messaging Support
- Signage
- Social Media Content
- Video Supervision
Plant the seed.
What’s the next food trend and how can it help solve world hunger? Cohere branded an initiative with the Crop Trust, Food Forever, the Lexicon of Sustainability, Tender Greens and Google aimed at achieving food sustainability. Our work with Food forever solidified a brand and messaging system for the global Food Forever Experience. Uniting stakeholders around s simplified message to be clear and direct about the campaign’s mission, Cohere provided a platform for future growth and creative development.
Cohere’s job was to drive a clear message home:
Consumers have power: the ability decide three times a day what food ingredients to consume, where to source them from, and which establishments to support.
Chefs determine food trends. Acai, arugula, quinoa – were all ingredients that were lesser known ten years ago. Exposure to rediscovered foods can put chef’s brands ahead of trend, while positively influencing the health of the planet and their customers.
What is all of this effort for if we’re not telling the story and giving the audience a clear call-to-action?
We developed the Food Forever brand to drive awareness of the critical need to secure the future of food by conserving crop and livestock diversity, in support of UN Sustainable Development Goal (SDG) 2.5. The campaign's primary focus is highlighting the urgent necessity to protect the biodiversity that sustains our global food system, as we currently rely on less than 1% of available food crops. This lack of diversity makes the global food supply vulnerable to climate change, unsustainable farming practices, and monocropping, all of which contribute to food insecurity and malnutrition.
To address this, we created a compelling brand identity that reinforced Food Forever’s mission. The branding system was designed to be both informative and engaging, helping the campaign reach a wide audience by conveying the importance of agricultural diversity in a simple yet impactful way. Visuals, including logos and illustrations, were crafted to emphasize the urgency of conserving food diversity, while the overall brand experience was designed to inspire participation across events and activations. This approach ensured that the campaign resonated with individuals, governments, and organizations alike, encouraging collective action toward building a more resilient, sustainable global food system.
The challenge is figuring out how to communicate the urgency of promoting food diversity in a way that resonates globally and sparks action.
In this interview on CBS This Morning, our partner, Erik Oberholtzer discusses this challenge head on. He gives insight on diversifying ingredients in our food system, and what action he hopes comes out of the Food Forever Experience events.
The Food Forever Experience NYC
The Food Forever Experience NYC was a dynamic event aimed at raising awareness about crop diversity and sustainable food practices. In collaboration with key partners like Crop Trust, Tender Greens, Lexicon, Google, and others, we hosted a chef challenge where 10 renowned chefs created dishes using lesser-known ingredients to highlight the future of food. Interactive elements like artist installations, custom-designed takeaways, and partnerships with creatives helped amplify the message. Attendees left with a deeper understanding of how food diversity impacts global sustainability, supported by engaging touchpoints such as grocery lists, coasters, and branded tote bags.
As a part of their global series, the Food Forever Experience in Chicago was filled with connection, collaboration, and chefs challenging industry leaders to promote agrodiversity. This event was then followed by the Food Forever Solutions Summit in Washington D.C. which continued blazing the trail for the sustainability of our food systems.
