Community Supported Agriculture (CSA) involves farmer-consumer partnerships where both parties share the responsibilities, risks, and rewards of food production. Examples include consumers working on shared plots of land, taking shares in a community-owned farm or, the most common, signing up for produce subscription boxes. The Food Foundation found that weekly sales of subscription boxes have increased by 111% in recent weeks, resulting in an estimated 3.5 million boxes being delivered in the UK alone.
COVID-19 has reconnected us with our communities and the farmers within them. As society leans local, sustainably-grown produce proves itself as a true contender in the #FoodFight.
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An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.
A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.