# Agricultural VR Brands highlight the natural origins of food and bev products. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 30, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/agricultural-vr ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## What is the Agricultural VR trend? **Agricultural VR:** As brands work hard to create a positive connection between a food product and natural cultivation, many are launching virtual reality campaigns that provide consumers with a firsthand experience of the spaces in which ingredients are harvested. In addition to highlighting the continued success of multi-sensory campaigns, this progression underscores the modern expectation of transparency when it comes to the origins and makeup of any given commodity. ## At a Glance - Evidence: 4 featured examples - Articles from: Sep 29, 2015 to May 14, 2016 - Published: May 30, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Agricultural VR trend ### Virtual Reality Transparency Brands are launching virtual reality campaigns to provide consumers with a firsthand experience of the spaces in which ingredients are harvested, highlighting the modern expectation of transparency. ### Multi-Sensory and Immersive Many brands are developing multi-sensory and immersive campaigns, such as virtual and augmented reality experiences, to create a positive and memorable connection between a product and its natural cultivation. ### Omnichannel Campaigns Brands are leveraging omnichannel campaigns to create engaging campaigns that speak to the health and wellness concerns of modern consumers and promote brand transparency across various mediums. ## What the Agricultural VR trend means for industry ### For Food and Beverage The food and beverage industry can leverage these trends to improve brand transparency and connect with consumers through immersive experiences. ### For Agriculture and Farming The agriculture and farming industry can leverage virtual reality and multi-sensory experiences to showcase the origins and cultivation of their products and promote sustainable farming practices. ### For Retail and Shopping The retail and shopping industry can leverage omnichannel campaigns to provide consumers with a seamless and engaging shopping experience, while promoting brand transparency and social responsibility. ## Workshop question You're asked to design a VR experience that shows consumers the nitty gritty behind your brand. What does that experience look like? What makes it engaging and informative for consumers? ## Trend signals for Agricultural VR Trend score 4.2 out of 10, from popularity 74%, activity 44%, freshness 8%. - Popularity: 74% - Activity: 44% - Freshness: 8% ## Examples of the Agricultural VR trend 4 featured examples from Sep 29, 2015 to May 14, 2016. - [Immersive Tequila Event Tastings](https://www.trendhunter.com/trends/art-of-patron-event-series): The Art of Patron Event Series Launched in London's Shoreditch (Category: Marketing) Implication: The hospitality and events industry can leverage immersive technologies and curated beverage offerings to create innovative and memorable experiences for guests, enhancing custome… - [VR Farm Tours](https://www.trendhunter.com/trends/mcdonalds-initiative): This McDonald's Initiative Aims to Connect Consumers with the Company's Suppliers (Category: Marketing) Implication: Disruptive innovation opportunity: Using virtual reality technology to showcase transparent sourcing and farming practices, setting a new standard for the fast food industry. - [In-Store Dairy Farm Projections](https://www.trendhunter.com/trends/live-from-the-farm): Waitrose's 'Live from the Farm' Campaign Showcased Product Origins (Category: Marketing) Implication: Supermarkets can leverage immersive livestream campaigns to showcase the transparency and quality of their food products. - [Virtual Reality Coffee Tours](https://www.trendhunter.com/trends/international-coffee): This Nescafe 360-Degree Video Showcases International Coffee Growers (Category: World) Implication: Coffee companies can utilize virtual reality to showcase their sustainability efforts and differentiate themselves from competitors. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)