The Beanstalk.Global journey to Portugal has recently wrapped up, marking a hugely successful expedition to film and photograph the very best of farming and fresh produce the country has to offer. This unique adventure involved exploring Portugal’s landscapes to document the stories of the people and businesses shaping its reputation for exceptional fresh produce.
But why embark on this journey? The driving force behind this content creation stems from a clear observation: the farming and fresh produce sectors are not as effective at representing themselves as they could be. Unlike sectors with large marketing budgets, such as ultra-processed foods, the fresh produce industry often lacks the financial margin for extensive advertising campaigns. Yet, these sectors have incredible stories to tell, and the mission is to ensure the world sees them.
The overarching purpose of this Beanstalk.Global content is multifaceted. It aims to promote farming and fresh produce sectors not only within Europe but also internationally. More specifically, the goals are:
- To create more unique, engaging content
- To connect with consumers.
- To attract the next generation of talent into farming and fresh produce careers. The belief is that showcasing the amazing people and what they grow can make agriculture an attractive career option.
- To hopefully attract people to eat more fresh produce.
- To educate and communicate, using plain and relatable language, about how and where our food comes from. This is seen as key to building awareness, appreciation, and ultimately, demand6.
- The focus of the content involves visiting amazing people and leading fresh produce businesses that are innovating within the sector2…. The intention is to tell their stories and showcase their work.
By sharing these stories and showcasing the dedication, innovation, and strategic thinking within the sector, Beanstalk.Global aims to bridge the gap between where food comes from and those who consume and could potentially work in the industry…. It’s about celebrating the heart and soul of fresh produce.
To see the initial postings on the visits conduced, click on the pictures below. And our video reports are to follow shortly.
Video Intro from Max MacGillivray at start of trip
Vitacress Portugal
The Summer Berry Company Portugal
Hortipor
Pomares do Sol
Sakata Seed Ibérica
With a huge thanks to our partner sponsors for making this project possible: Redfox Executive Selection SAKATA Vegetables Europe S.A.S. Avant Tecno UK MDS Ltd Ltd, Harper Adams University Fruitnet and the Fresh Produce Journal
If your business is driving innovation in farming or fresh produce and you’d like us to tell your story — wherever you are — email me max@redfoxexecutive.com and let’s talk!