Celebrating Flagship Farmers
The brief
The McDonald’s Flagship Farmers programme was created to showcase producers from across McDonald’s supply network who are leading the way in responsible agriculture approaches. To bring their stories to a global audience, they were looking for a digital platform with farmer profiles and easy-to-access information on key sustainable practices.
The process
For each producer, I helped draft content that detailed the story of their farming journey - from how they got started to the work they’re doing to improve their social and environmental impact. Dedicated areas of each farmer profile also contained drop down menus of key sustainable practices that allow readers to learn more about what each producer is doing.
The outcome
The resulting platform is a wealth of information on responsible agriculture best practices. Easy and intuitive to navigate, the website allows producers globally to explore practices that can help drive sustainability, social impact and economic viability on their farms. And, not only do the farmer profiles create space to champion those working to balance food production with nature protection - they also help consumers learn more about the people behind their food.