We imagined, with d'Aucy preserves, how to support farmers in the process of converting their crop to organic and upgrade their production.
In June 2018, d’aucy briefed Possible Future on a mission addressing challenges at the brand’s the cooperative’s level. What was it about? The future of organic.
Building upon the need to create canned organic produce that meets consumer expectations, d’aucy asked us to imagine and create new outlets for organic vegetables in order to motivate farmers to transition from conventional to organic farming. In fact, we are witnessing an increasing demand for organic produce in France, and the number of transitioning farmers isn’t growing at a fast enough rate to support it.
With this brief, we embarked with d’aucy on a multifaceted journey, with potential impacts on both consumers and farmers.
Our exploration phase allowed us to explore the upcoming challenges of the organic sector, for the people who will be eating the produce … but also for the farmers growing it !
Our discussions with farmers and experts from d’aucy allowed us to understand the underlying issues with transitioning to organic farming and the challenges holding farmers back :
In order to build the future of organic farming and meet the increasing demand, the key is to minimize the risks taken by the farmer when transitioning from conventional to organic farming systems.
That’s why after two months of exploration and conceptualization, we presented to d’aucy the concept of a new product line of in-transition organic vegetables, sold online :
In June 2019, after internalizing and reworking the concept that we had presented, d’aucy invited consumers to participate in creating this new line of “in-transition organic” vegetables : they were asked to help select the first vegetable to be marketed, along with its container, label, price (and the amount paid back to farmers) and method of distribution.
With the launch of this line, d’aucy is the first player in the food industry to implement such a strong initiative aimed at raising awareness of the general public around the transition from conventional to organic systems. This is an essential first step and is accompanied by a plan to support members of the cooperative to empower them to transition to a more environmentally-friendly agriculture.
Since the fall of 2019, we can buy those d’aucy vegetables co-created with consumers. We are very proud to have accompanied d’Aucy in the development of this new line of in-transition vegetables.
farmers and experts from d'aucymet during the first phase of the project in order to understand what is at stake in transitioning to organic systems.
consumerssurveyed online. 30 qualitative interviews were also conducted.
growthof organic product sales between 2011 and 2016
farmersdecided to transition to organic systems in 2018 : an all-time record !
future organic farmersneed to transition in the next 5 years in order to meet consumer demand, according to Biocoop's president, Orion Porta,