Category
Business
Assisted Conversion
Trend cluster
Category
Farm-to-Phone
Brands in the food space are providing digital solutions for local farmers.
4.0
Trend score
Trend
What is the Farm-to-Phone trend?
Farm-to-Phone: Brands are offering new "farm-to-phone" apps that allow consumers to purchase fresh produce from local farmers. This is especially useful as many farmers markets and other avenues of shopping were affected by the pandemic.
Insight
The consumer insight behind the Farm-to-Phone trend
Amid the COVID-19 pandemic, consumers are emphasizing the need to support local economies, especially in light of the many closures of local businesses. Driven by a sense of community and compassion, many consumers are opting to purchase essential goods from local businesses, allowing them to feel "good" about supporting independent businesses.
Trend themes
Themes within the Farm-to-Phone trend
Three behaviours holding the trend together01
Farm-to-Phone Apps
Brands are offering farm-to-phone apps that allow consumers to purchase fresh produce from local farmers, emphasizing the need to support local economies.
02
Virtual Farmers' Market Apps
Virtual farmers' market apps are being introduced to support suppliers and farmers during a difficult time, offering a streamlined way to improve or launch e-commerce solutions.
03
Farmer-Supporting E-Commerce Technologies
E-commerce solutions that allow customers to pre-order produce and artisanal products online are increasing in demand since the onset of the pandemic and offer features to take the burden away from farmers.
Industry implications
What the Farm-to-Phone trend means for industry
Where the trend changes the playbookFor
Agriculture/Food Production
Companies can explore farm-to-phone apps and e-commerce solutions to empower local farmers and growers, improve or launch e-commerce solutions and strengthen local food systems.
For
Food Delivery/Service
Companies can tap into virtual farmers' market apps to streamline food delivery services and connect suppliers and farmers with customers during a difficult time.
For
Social Impact/Community Building
Companies can leverage these trends to raise awareness and support organizations that help empower farmers and connect communities in need.
Workshop question
How can your brand help support local economies?
Trend signals
Trend signals for Farm-to-Phone
Trend score 4.0 out of 10, from popularity 63%, activity 48%, freshness 9%.
Popularity63%
Activity48%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Farm-to-Phone trend
5 featured examples from Jun 16 to Nov 21, 2020CategoryBusiness
Customizable Crop Subscriptions
CropSwap's CropBox Subscription Makes It Easy to Support Local
Disruptive innovation opportunity: Integrate online platforms and subscription services into the agriculture industry to facilitate local produce distribution.
CategoryLifestyle
Virtual Farmers' Market Apps
Chipotle's Online Marketplace Supports Supplies & Farmers
Opportunity for the agriculture industry to adopt online marketplaces and e-commerce solutions to reach consumers directly.
CategoryBusiness
Farmer-Supporting Food Apps
Uber Eats Canada the Debuts FarmFresh Initiative for Exclusive Orders
Disruptive innovation opportunity: Integrate features that enable restaurants to easily access and purchase fresh ingredients from local farmers, fostering a stronger farm-to-tabl…
CategoryBusiness
Farmer-Supporting E-Commerce Technologies
Local Line Connects Consumers with Local Farmers
E-commerce solutions like Local Line offer farmers and food hubs a way to connect directly with consumers and streamline the ordering process, creating opportunities for more effi…
CategorySocial Good
Farm-Connected Burrito Promotions
Chipotle and Farmlink are Teaming Up to Raise Awareness
Partnering with non-profit organizations to aid in hunger reduction efforts and promote sustainability initiatives for the environment.
