Category
Lifestyle
Assisted Choices
Trend cluster
Category
Farming
Network
Brands are bringing communities together through the availability of fresh produce.
5.0
Trend score
Trend
What is the Farming Network trend?
Farming Network: The urban environment is accented with local farming initiatives and brands strategize on how to bring the communities closer together through this. Many city agriculture start-ups make their output available to restaurants in the vicinity, while mobile apps make users aware of agricultural bartering sites.
Insight
The consumer insight behind the Farming Network trend
As stressors like traffic, self-reported isolation and competitive urban environments take a toll on consumers mental health, particular attention is paid to wellness and environmental escapism to avoid burnout. In these instances, consumers look for communities, nature, and health-centric products. As a result, individuals seek local solutions that are preferably peer-to-peer in order to connect with people and nature.
Trend themes
Themes within the Farming Network trend
Three behaviours holding the trend together01
Peer-to-Peer or P2P Produce Networks
Consumers seek local solutions that are preferably peer-to-peer in order to connect with people and nature.
02
Inclusive rooftop urban farms
Particular attention is paid to wellness and environmental escapism to avoid burnout. As a result, individuals seek local solutions that are preferably peer-to-peer in order to connect with people and nature.
03
Modular Stackable Urban Farms
Cities rely on farms to feed citizens but require a vast amount of land and water, which is something the 'Glasir' project takes into account to help change.
Industry implications
What the Farming Network trend means for industry
Where the trend changes the playbookFor
Agriculture Technology
Developing technology to create modular, stackable and scalable urban farms which could be installed on underutilized urban land or abandoned buildings may be an opportunity for agriculture technology businesses looking to expand their operation in urban centers.
For
Food Delivery and Logistics
The development of urban farms could address the problems associated with the transport, storage and packaging of farm produce. This presents an opportunity for food delivery and logistics businesses to tap into the new markets created by urban farms.
For
Smart City Integration
Urban agriculture technology presents an opportunity to create sustainable, secure and resilient food systems in the urban environment and tackle urban sustainability challenges. This represents a unique opportunity for businesses involved in the integration of smart city technology to address challenges of energy recovery and resource management including urban farming.
Workshop question
How could your brand facilitate local exchange practices?
Trend signals
Trend signals for Farming Network
Trend score 5.0 out of 10, from popularity 70%, activity 73%, freshness 9%.
Popularity70%
Activity73%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Farming Network trend
5 featured examples from May 31, 2018 to Feb 3, 2020CategoryEco
Repurposed Parking Lot Farms
Car Parks 2.0 Turns Big, Empty Spaces Into a Farm in the City
Repurposing commercial parking lots into urban farms to create a more sustainable and eco-friendly urban environment, while potentially increasing property values and attracting e…
CategoryEco
Modular Stackable Urban Farms
The 'Glasir' Project by Framlab Enables Food Farming in Urban Areas
The agriculture industry can benefit from implementing modular and AI-supported farming systems for sustainable and efficient food production.
CategoryLifestyle
P2P Produce Networks
Dropfruit Lets Toronto Residents Shop and Sell Homegrown Fruits & Vegetables
Disruptive innovation opportunity: Integrating P2P produce networks into existing food delivery services to offer customers a wider selection of fresh and locally sourced produce.
CategoryEco
Library-Urban Farm Hybrids
Farming Architects' Structure Embraces Self-Sustaining Ecosystems
Exploring the use of modular wooden grids and self-sustaining ecosystems in architectural designs for urban spaces.
CategoryEco
Inclusive Rooftop Urban Farms
Ryerson University's Farm Advocates for Sustainability and Tolerance
Disruptive innovation opportunity: Integrating urban farming practices into traditional agriculture systems to enhance sustainability and productivity.
