Changing the Narrative on Food Waste

MFM, Sustainability Victoria, Melbourne University 

Narrative strategy
Stakeholder engagement
Market research 
Data storytelling
Community consultation 
Data Strategy and analysis 
Story community creation

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The Melbourne Farmers Market – in partnership with Sustainability Victoria and Melbourne University – wanted to capture and demonstrate their proactivity with regards to closing the loop on waste and their collaborative means for doing so. We developed an innovative approach to develop and plan content that enabled them to educate, demonstrate and promote their partnerships, whilst simultaneously engaging with the community. 

PUR employed our storydoing approach to design and produce media products that enabled MFM to casually communicate their domain knowledge, network and expertise. We formed a unique team who basically lived and breathed the Melbourne Farmers Market whilst at the University of Melbourne to capture the food waste cycle and document the workshops with experts on how to reduce food waste.

We engaged with the market community to capture their experience while creating a catalog of qualitative data perspectives on food and waste.

By taking an innovative simultaneous approach to research and content production, PUR has helped MFM to change the narrative of food waste.


Together, we:

  1. Developed educational content based on the direct experience of the stakeholders who make their product so special.
  2. Generated insights that improved the value proposition of the MFM and the University of Melbourne collaboration.
  3. Created a communication strategy that enhanced overall impact by employing evergreen content.
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PUR Production acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today. We recognise the immense contribution of Aboriginal and Torres Strait Islander cultures to society and the arts and are committed to work towards a just, equitable and reconciled Australia through our work and personal lives.

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