FARM 45
Farm 45
Farm45 is a global community, working to make small and medium-sized farms more biodiverse, more resilient, and more sustainable. They do this by sharing knowledge, experience, and data, using data-driven farming techniques that increase yields while embracing biodiversity. Farm 45 is partnered with Sony CSL and is an initiative of Cookpad Inc. Visit the website: www.farm45.io
Video: Vision of Farm 45
Website Design
The website is the main communication tool for Farm 45; it communicates the vision and mission of the project, along with a snapshot of how farmers, entrepreneurs and scientists can work with Farm 45.
The challenge: how can we illustrate Synecoculture—Farm 45’s highly technical, data-driven farming method—in both an accessible and comprehensive way?
Research
To better understand the agri-tech space, and the needs and desires of modern farmers, a series of in-depth interviews were conducted. Organizations we spoked with included: Copenhagen Agrifood Incubator, Pure Algae, Ostergro, as well as farmers who practice local, sustainable methods of food production.
The challenge: What value can Farm 45 bring to farmers who are already using other methods of growing food?
The research was synthesized into four core brand pillars for Farm 45:
Innovation
Business
Cooking
Sustainability
These themes emerged as important and reoccurring elements throughout our interviews. Maps were created to highlight sub-themes and key quotes from expert interviews. The pillars were crucial to help guide our process; it brought clarity to Farm 45’s core values as well as greater alignment with the client and their team.
Service Design
Farm 45 is a multifaceted platform that requires both consumer-facing and back-end Service Design work. The on-boarding process for farmers to join the platform requires: screening from Farm 45 staff, training on the Synecoculture method, as well as ongoing data and intelligence exchange between the farmer, Farm 45, and Sony CSL. Additionally, business design was employed to illustrate how Farm 45 could incorporate a broader ecosystem of players—including restaurants and homes—into it’s strategy.
The challenge: How can Farm 45 effectively train and monitor their farmers—situated in different localities—to ensure that the Synecoculture method is being properly executed and the data provided by them is accurate?
Farmer Journey - Scenario 1
In this scenario, Farm 45 experts would conduct in-person training for farmers who are joining the platform and adopting the Synecoculture method. Farm 45 experts help set-up their farm in person, to ensure that crops are planted accurately. Digital tools would enable data from their farms to be shared to Farm 45 and Sony CSL, in exchange for new intelligence on optimal planting arrangements for the following season.
Farmer Journey - Scenario 2
In this scenario, Farm 45 experts would conduct a knowledge-sharing retreat for groups of farmers to learn about Synecoculture and ask questions. After the workshops, farmers would be equipped to set up their own farms. Digital tools would be used to enable farmers to share their data, as well as receive new intelligence from Farm 45 and Sony CSL.
Farm 45 Ecosystem
Our research showed that there was great value in building a network between farmers and their consumers. In this model, Farm 45 would provide farmers with the contacts of homes or businesses who are interested in Synecoculture yeilds—a hyper-local, diverse set of fruits and vegetables. Here, Farm 45 would connect the dots between the grower and the consumer.
Roles: Web Design, Communication Strategy, Service Design, Video Production
Collaborator: Mantas Lilis