# Interactive Agriculture Co-op Activations The Food Effect Was on Display at SXSW By Ell Smith | Published 2018-03-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-food-effect References: [adweek](http://www.adweek.com/brand-marketing/land-olakes-used-its-sxsw-space-to-teach-people-about-tech-and-the-future-of-food/) & [landolakes](https://www.landolakes.com/) The Food Effect is the latest activation at SXSW that's promoting conscious consumerism while spotlighting the future of the food and farming industry. With the help of [National Geographic](https://www.trendhunter.com/trends/motif-foodworks) and [Microsoft](https://www.trendhunter.com/trends/microsofts-airband), [Land O'Lakes](https://www.trendhunter.com/trends/peeps-sweet-marshmallow-milk), an agricultural co-op, created an immersive activation that blurred the lines between food, technology and art. The space featured three unique and interactive elements. The first of which, was a giant head of lettuce with an integrated VR element. The second, was a soil-covered Ford Bronco that helped consumers visualize the process of soil absorbing carbon dioxide. Also featured was an "interactive DNA helix" and a wall of pay phones that played audio recordings of people struggling with poverty throughout the globe. Image Credit: Katie Richards ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 41% | Activity: 69% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Conscious Consumerism:** Using interactive elements, businesses can promote conscious consumerism by educating and engaging consumers in sustainable practices. - **Blurring Boundaries:** Incorporating technology, art, and agriculture can create immersive experiences that redefine traditional industry boundaries and attract new audiences. - **Visualizing Processes:** By visualizing complex processes like carbon absorption and genetic sequencing, companies can enhance understanding and create awareness about their industry's impact. ### Industries Being Reshaped - **Agriculture:** The agriculture industry can leverage interactive activations to showcase technological advancements, sustainability initiatives, and promote transparency in farming practices. - **Technology:** The integration of technology into immersive experiences opens up opportunities for innovation and disruption in various industries, such as agriculture and art. - **Art:** Art can serve as a powerful medium to communicate complex ideas, and the collaboration between art and industries like agriculture can create unique and impactful experiences. ## Related on Trend Hunter - [Avocado-Centric Pop-Ups](https://www.trendhunter.com/trends/house-of-goodness.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Meal Kit Installations](https://www.trendhunter.com/trends/giant-delivery-box.md) - [Gamified Grocery Activations](https://www.trendhunter.com/trends/asda-checkout-challenge.md) - [Educational Chocolate Campaigns](https://www.trendhunter.com/trends/ritter-sport-colorful-world-of-chocolate.md) - [Interactive Unboxing Activations](https://www.trendhunter.com/trends/unboxing-activation.md) - [Enhanced-AI QR Packaging](https://www.trendhunter.com/trends/love-corn.md) - [Plant-Based Snack Experiences](https://www.trendhunter.com/trends/real-food-from-the-ground.md) - [Connection Platform Experiences](https://www.trendhunter.com/trends/facebook-debuts-at-stagecoach.md)