Press Release
BBMG’S SUSTAINABLE FOOD CHALLENGE CALLS ON CONSUMERS TO HELP CO-CREATE THE FUTURE OF FOOD

More than $1,000 in Prizes NEW YORK (March 22, 2012) – Brand innovation firm BBMG today launches a Sustainable Food Challenge in The Collective, its proprietary community of New Consumers who get perks for voicing opinions and doing good. The challenge calls on consumers to share their views and favorite recipes to help imagine the future of the sustainable food movement. To participate in the month-long challenge, consumers share their food-shopping habits and opinions on the sustainable food movement’s present and future; they are also invited to post recipes and photos of their favorite make-at-home sustainable dishes. The top recipe, as voted by fellow Collective members, will win a $500 Whole Foods gift card; second- and third-place winners will receive $300 and $200 gift cards, respectively. To further reward participation, BBMG will also send a range of food prizes--contributed by brand partners such as Earthbound Farm, Peeled Snacks, Divine Chocolate and 18 Rabbits--to 100 randomly selected entrants. From urban beekeeping to humanely raised meat, the sustainable food movement has gained considerable traction in recent years. At the same time, though, serious challenges remain around scaling sustainable food solutions and providing fair access to them, particularly in urban areas. In addition to raising awareness and driving conversation about this timely topic, BBMG’s challenge will gather insights into food-related attitudes and purchase drivers (e.g., price, sourcing, natural ingredients, health benefits, etc.). Consumers also will be asked to help investigate why some sustainable foods might get left behind (including purchase barriers such as lack of convenience or family preference for established brands). “For consumers who want to purchase with a purpose, food is one of the most hotly considered categories in our shopping carts, thanks to its impact on the health of our families and the planet,” said BBMG founding partner Raphael Bemporad. “We hope this challenge sparks fresh ideas for growing the sustainable food movement in authentic, relevant ways for today’s consumers.” Participation in the Sustainable Food Challenge is free and open to all; simply register at http://www.jointhecollective.net. Winners will be selected via popular vote (by fellow entrants and existing Collective members). After announcing the winners at the end of April, BBMG will publish a collection of top recipes and share compelling trends and insights. The firm will also launch the challenge’s second phase: a Collective-fueled brainstorm on how food companies can develop more sustainable products and engage in more socially responsible business practices. About The Collective The Collective is BBMG’s proprietary online community of New Consumers: the 30 percent of U.S. shoppers uniting practicality with purpose who, according to BBMG’s research, are an essential bridge for green brands looking to go mainstream, and for large brands hoping to incorporate sustainability in an authentic way. These savvy shoppers are twice as likely to try new things, share their opinions online and reward or punish brands based on corporate practices. Members turn to The Collective to share opinions and ideas with select brand and non-profit partners, to participate in an ongoing conversation and to help shape a new way of doing business. The Collective--which has generated more than 100,000 insights on behalf of brands such as Seventh Generation, Bonterra Vineyards and Lotus Foods--re-launched earlier this year with a new design and new features including co-creation challenges, private journaling and open communication tools for an even more collaborative, consumer-driven platform. Visit http://www.jointhecollective.net for additional information and contest guidelines. About BBMG Founded in 2003, New York-based BBMG is a nationally recognized brand innovation firm dedicated to creating and promoting sustainable brands. By integrating branding and marketing with sustainability expertise and innovation protocols, BBMG helps organizations identify opportunities, forge new markets, create new brands and drive real culture change. Recent clients include Earthbound Farm, Seventh Generation, Bonterra Vineyards, Miller-Coors and Walmart. MEDIA CONTACT: Gina Masullo / [email protected] / 917-776-1921