# Branded Food Documentaries 'Unbroken Ground' Highlights Patagonia's New Food Business By Katherine Pendrill | Published 2016-07-15 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/unbroken-ground References: [patagoniaprovisions](http://www.patagoniaprovisions.com/pages/unbroken-ground) & [youtu.be](https://youtu.be/XWHabbAOON0) [Patagonia](https://www.trendhunter.com/trends/gut-health-food-box) 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](https://www.trendhunter.com/trends/cultivated-meat). 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](https://www.trendhunter.com/trends/bruz-beers1) instead of a traditional commercial, Patagonia is helping to shift the conservation about the food industry as a whole. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 23% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Farming Methods:** Exploring and implementing innovative sustainable farming methods can disrupt the traditional food industry. - **Shifting Consumer Perspective:** Filmmaking that focuses on thought-provoking content can disrupt traditional advertising and reshape consumer perspectives on the food industry. - **Brand-backed Activism:** The rise of brand-backed documentaries presents an opportunity for businesses to align with social and environmental causes, contributing to their brand image and engaging with conscious consumers. ### Where This Applies - **Food Production:** Incorporating sustainable farming methods and highlighting environmental concerns can disrupt traditional food production practices. - **Advertising and Marketing:** Using documentary filmmaking as a marketing strategy can disrupt traditional advertising approaches in the food industry. - **Corporate Social Responsibility:** Brand-backed activism through documentaries can disrupt traditional CSR approaches by emphasizing environmental and social causes. ## Related on Trend Hunter - [Farmer-Supporting Short Films](https://www.trendhunter.com/trends/a-future-begins.md) - [Globally Sourced Natural Wines](https://www.trendhunter.com/trends/patagonia-provisions-wines.md) - [Unconventional Changemakers Campaigns](https://www.trendhunter.com/trends/daring-moves.md) - [Cartoon Underdog Soda Campaigns](https://www.trendhunter.com/trends/tractor-beverage-company.md) - [Gut Health Food Boxes](https://www.trendhunter.com/trends/gut-health-food-box.md) - [Climate-Friendly Grain Pastas](https://www.trendhunter.com/trends/kernza-pasta.md) - [Sustainable Dairy-Branded Apparel](https://www.trendhunter.com/trends/organic-valley-2.md) - [Cross-Continental Beer Brewing Documentaries](https://www.trendhunter.com/trends/beer-is-art-campaign.md) - [Sustainably Sourced Venison Links](https://www.trendhunter.com/trends/patagonia-provisions.md)