Daily Harvest is taking the food company message to the next level. The food subscription service has just launched its newest nationwide advertising campaign, aiming to raise consumer awareness of how harmful our food system is to the environment. The campaign highlights how current food production practices, particularly from “factory farming”, affect people, animals and the planet. Daily Harvest is putting its money where its mouth is with full page ads New York Times AND Los Angeles Times showing plant foods like papayas, labeled “Bite me.”
The copy in each ad explains the broadest point of the campaign: “Big Food does not protect people or the planet,” the ad said. “But there is a solution. Fruits and vegetables with more sustainable sources. What we eat and how we grow it can continue to trigger or regulate climate and health crises. The seed of a sustainable future begins with our food. ”
Conveying the message to the people and the government
In addition to full-page newspaper ads, Daily Harvest is leading its campaign on government soil. Starting this month, the company plans to project various images at the U.S. Department of Agriculture DC headquarters. The projections will contradict current standards for food production and advocate more sustainable and plant-focused practices.
The campaign is motivated by growing concern about the climate crisis. Nearly a third of all man-made greenhouses are attributed to food production, and of that, 57 percent comes from meat production. By moving away from meat and dairy and focusing on a plant-based diet, consumers can help mitigate the planet’s damage and help slow down climate change. The Daily Harvest proposes that the food system could eventually be a benefit to the environment if we were all going to eat plant-based as this would help reverse some of the damage we are already seeing.
What we eat matters to the planet, the company needs everyone to know
“What we eat and how it grows is related to human and planetary health,” said Daily Harvest CEO and founder Rachel Drori. “However, today’s conventional food system is dependent on pesticides and synthetic fertilizers and is impoverishing our soil, polluting our water and harming our bodies and our planet.”
Daily Harvest claims that direct action by consumers, companies and the government can help reverse the damage caused to the environment, slowing down the worsening climate crisis. A research study by the Rondale Institute shows that a global shift to regenerative agriculture could stop 100 percent of annual man-made CO2 emissions. The report says that currently, less than 1 percent of agricultural land is organic.
While the Daily Harvest’s model supports organic food and plant-centered food, the company decided that action needs to be taken at higher levels in order to be effective. The new campaign will petition for new forms of agricultural process condemning current practices that are futile and harmful to the environment.
Daily Harvest, now five, is expanding its reach
“For five years, Daily Harvest has made it easier for people to eat more complete, organic produce every day and we are working directly with farmers to give them market security as they take the step to become organic and invest in cover crops and biodiversity, ”Druri continued. “But if we want to take seriously a healthier and more sustainable food system that will keep people and the planet healthy, we all need to do more. It starts with change at the highest levels of government and industry. ”
The food distribution company is expressing urgency as calls for action have begun to overcome against international governments. From the Plant-Based Treaty to Moby’s campaign against world leaders, organizations have criticized world governments for bypassing plant-based food as a viable solution. A recent study found that meat-free diets produce 59 percent fewer emissions than non-vegetarian diets, stressing the need to minimize meat and dairy products as a major greenhouse gas emitter.
After an extremely successful year, Daily Harvest announced that after the Series D financing round, the company’s total estimate is $ 1.1 billion. Currently, the company offers more than 100 items in 10 different food categories with plans to continue expanding and distributing products with the investment package.
The success of the company is accompanied by continuous activation for the environment, but also in a number of other donor programs. Last summer, the company hosted a campaign that matched donations of up to $ 50,000 to teachers nationwide. The initiative aimed to promote projects that focused on health, well-being and nutrition by giving teachers access to delicious and nutrient-rich foods.