Seeds of Change: Save The Flavors

Over the last century, 93% of our fruit and vegetable varieties have gone extinct. And no one noticed. But everyone cares when a whale or gorilla goes extinct. With that insight in mind, Seeds of Change set out to get that same level of support for an endangered tomato.

The "Endangered Eats" tasting event

The stunt was a huge success. Despite a small budget and an Atlanta-only effort, the stunt earned over 85 million impressions nationwide and stories about the event ran on over 200 outlets. 

Research
Additionally, we worked with Tufts University and the Food Systems Research Institution to develop the Flavor Availability Index, the first and only tracker of people's access to fruits and vegetables (with an emphasis on endangered or rare varieties).

SaveTheFlavors.com
The stunt and other supporting campaign materials pushed people to our site, SaveTheFlavors.com. On the site, people could learn about our research as well as how to grow and eat the Cherokee Purple Tomato to help save it. 

And here's the intro video we made to explain our ‘Save the Flavors’ mission.