'Unbroken Ground' Highlights Patagonia's New Food Business
Katherine Pendrill — July 15, 2016 — Pop Culture
References: youtu.be & patagoniaprovisions
Patagonia is set to release a new 25-minute documentary called 'Unbroken Ground,' which explores issues of environmentalism and sustainability in relation to the food industry. While the film highlights a number of important issues surrounding modern agriculture, it also functions as a thought-provoking advertisement for Patagonia's new food business.
Unbroken Ground is a short documentary that highlights the work of organizations that are researching and practicing sustainable farming methods. The idea behind the film is to get consumers thinking about the food system in a new way by highlighting different approaches to agriculture. As director Chris Malloy explains, "we chose to focus on making it less about Patagonia and more a celebration of what these innovative people are doing." This is the very same message that Patagonia is trying to send with its new 'Patagonia Provisions' food business.
By opting for a documentary film instead of a traditional commercial, Patagonia is helping to shift the conservation about the food industry as a whole.
Unbroken Ground is a short documentary that highlights the work of organizations that are researching and practicing sustainable farming methods. The idea behind the film is to get consumers thinking about the food system in a new way by highlighting different approaches to agriculture. As director Chris Malloy explains, "we chose to focus on making it less about Patagonia and more a celebration of what these innovative people are doing." This is the very same message that Patagonia is trying to send with its new 'Patagonia Provisions' food business.
By opting for a documentary film instead of a traditional commercial, Patagonia is helping to shift the conservation about the food industry as a whole.
Trend Themes
1. Sustainable Farming Methods - Exploring and implementing innovative sustainable farming methods can disrupt the traditional food industry.
2. Shifting Consumer Perspective - Filmmaking that focuses on thought-provoking content can disrupt traditional advertising and reshape consumer perspectives on the food industry.
3. Brand-backed Activism - The rise of brand-backed documentaries presents an opportunity for businesses to align with social and environmental causes, contributing to their brand image and engaging with conscious consumers.
Industry Implications
1. Food Production - Incorporating sustainable farming methods and highlighting environmental concerns can disrupt traditional food production practices.
2. Advertising and Marketing - Using documentary filmmaking as a marketing strategy can disrupt traditional advertising approaches in the food industry.
3. Corporate Social Responsibility - Brand-backed activism through documentaries can disrupt traditional CSR approaches by emphasizing environmental and social causes.
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