Every year, around 1.3 billion tonnes of food is wasted, enough to end world hunger many times over. The FT, in partnership with our client Rabobank, wanted to explore the pertinent challenges, innovations and opportunities in the food and agriculture landscape. Rabobank, in turn, also wanted to raise its profile as a leading voice on sustainable food systems.
We created the FT Food Revolution, a video channel looking at the people and businesses working to create a more sustainable food system – from tackling food waste and environmental health, to sustainable farming and food security. In this example, we looked at the often-mooted solution of broadening the market for more ‘ugly food’.