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.