Patagonia is set to release a new 25-minute documentary called 'Unbroken Ground,' which explores issues of environmentalism and sustainability in relation to the food industry. While the film highlights a number of important issues surrounding modern agriculture, it also functions as a thought-provoking advertisement for Patagonia's new food business.
Unbroken Ground is a short documentary that highlights the work of organizations that are researching and practicing sustainable farming methods. The idea behind the film is to get consumers thinking about the food system in a new way by highlighting different approaches to agriculture. As director Chris Malloy explains, "we chose to focus on making it less about Patagonia and more a celebration of what these innovative people are doing." This is the very same message that Patagonia is trying to send with its new 'Patagonia Provisions' food business.
By opting for a documentary film instead of a traditional commercial, Patagonia is helping to shift the conservation about the food industry as a whole.