3. A clothing company aiming to
fix our broken food chain.
“What we eat does more than just fill our stomachs and nourish our bodies; good
food lifts our spirits and helps us understand the world a little better.”
- Yvon Chouinard, founder, Patagonia
3
4. THE OBJECTIVE
Drive awareness of Patagonia Provisions and change
consumer behavior to purchase responsibly sourced
food that is better for you and the environment.
▪ Challenge: How do we encourage people to rethink their
traditional food-buying methods and food sources for
healthier food options that won’t harm our environment?
▪ Purchase Barriers:
▪ Awareness: People have heard of Patagonia but do not
know about Patagonia Provisions
▪ Price Point: The products are priced higher than
competitors
4 PRAD 357
6. PRAD 3576
Younger Consumers
Associated with traits such as lower
income, rented place of residence, and
small children in the home.
Upscale Consumers
Associated with traits including higher
educational attainment and household
income.
Demographics of organic and clean label food
consumers in the U.S. can be broken down into two
demographic profiles:
- Hispanic and non-HIspanic and Asian race /
ethnicity
- Living in and / or working in an urban area
- Residing in the Northeast or Pacific regions of
the U.S.
Miscellaneous Characteristics Consistently Associated
with Clean Label Consumers
7. Insights, Implications and Opportunities for
Clean Label & Organic Brands
7
Packaged Facts. (2018). Organic & Clean Label Food Consumers in the U.S. Packaged Facts.
Slowly growing core of
consumers who seek out
and choose these products
deliberately and
purposefully as opposed to
buying these products
because they are more
readily available.
Consumers seek an easy,
pleasant and productive
shopping experience. More
inclined to consider the
availability of extra services.
Making choices that are
values driven or inspired by
nostalgia for simple times.
Definition of local must be
succinct and consistent in
order to be portrayed
through in-store
co-marketing between
growers and retailers.
Confused by regulatory
infrastructure used to make
informed choices. Skeptical
of whether or not standards
are being withheld.
8. PRAD 3578
Sustainable Food
Proceeds from Patagonia
Provisions benefit
sustainable harvesting
practices and soil
revitalization.
Non-perishable
All of Patagonia Provisions
products are non-perishable,
making them a perfect
option for adventurers and
travelers.
Available products:
● Meat + Seafood
○ Mussels, salmon, buffalo jerky
● Soups + Sides
○ Soup and chili, savory grains
● Breakfast
○ Hot cereals
● Beer
○ Long Root Ale
● Snacks
○ Fruit and almond bars, jerky, seeds
● Gift Boxes
● Dry Goods
○ Food canisters, growlers/pint glasses,
books/DVDs, accessories
9. PRAD 3579
MORE EXPENSIVE LESS EXPENSIVE
LESS AVAILABILITY
MORE AVAILABLE
Marketplace & Competition
10. We are a brand for adventurers. As such, we
will position Provisions as the ultimate energy
source for nature lovers, conscientious eaters
and thrill-seekers.
10
11. Fuel Your Frontier
11
Food is something we take for granted on a daily basis,
but there is more to food than that. It is energy. Energy to
rise, survive, and succeed in the face of a challenge.
When taking on something as demanding as the Grand
Teton, or the forests of the Midwest; where you get that
energy matters.
Fuel yourself with Provisions as a service to your body.
Thrive with the natural bounties of nature, and conquer
the adventure that you know is possible.
No matter how daunting it may be, the frontier you are
about to face requires more than a simple trail mix.
Patagonia Provisions: Fuel Your Frontier
13. 13
● Sponsoring at the event Adventure Racing World
Series
○ specializes in “adventure racing”
○ 10 days of biking, trekking, mountain climbing,
kayaking, navigation and more
● Would have a booth that would give out samples of
Patagonia Provisions to the racers
○ can also purchase full-size items at booth
14. 14
A collaboration with Geocaching:
● A global phenomenon wherein
people participate in scavenger
hunts for geocaches: packages
with cool trinkets left by users for
others to find.
● Patagonia Provisions would have
sponsored geocaches that would
contain free samples of Provisions
products, along with more
information regarding the extensive
product line.
● This would incentivize the potential
customer to purchase by providing
proof of quality, while giving the
user a challenge worth seeking.
15. 15
Brace yourself
For you know what lies ahead.
The mountainous road, the rustic terrain,
the unforgiving elements- they are calling
you.
It’s a passion that drives you, a source
that fuels you, an adventure that thrills
you.
You were born for this.
And these provisions are meant for you.
The explorer, the challenger, the pioneer.
You require limitless energy, so fuel your
frontier with natures abundances
16. 16
Because the adventurer in you demands
strength to conquer it all.
Patagonia provisions: we are here to fuel
your frontier…
17. Our goal is to highlight the positive impact of
purchasing ethically farmed and sustainably
produced food. Placing Patagonia Provisions as
the leader of change using honest organic, low-till
agricultural practices that preserve the earth,
ourselves and others.
17
18. Choose purpose. Choose provisions.
18
We believe in leading with purpose, growing with purpose, and
building with purpose. As conscious consumers we believe in the
future of agriculture. Grown from the soil, to feed the soul, we have
defined what it means to cultivate.
When we choose to eat sustainably, we choose to nurture
ourselves, to share with our neighbors, and to help preserve for
those who will come after. Consume with purpose, expanding the
world’s dinner table one choice at a time.
Choose purpose. Choose provisions.
20. 20
● Collaboration between food desert communities in
low-income urban schools
● The students would learn how to plant their own
vegetables, how to take care of them and how to
cook them.
● On the website would be a post about the outreach
○ reaffirming that buying provisions provides a
positive impact to the environment and others
22. 22
It all started with a choice.
The simple grain was chosen with purpose
because this isn't your ordinary grain…
it’s a product of the provisions family
a provisions choice believes in the future of
agriculture.
by putting proceeds back into regenerating
practices
23. 23
creating more foodways for all of humanity you purchase with purpose, because you
believe in sustaining the world's resources
and sharing with your neighbor
the humble gratification you feel knowing
you are not only nurturing your table, but
tables around the world..
come sit round our table and see why your
choices matter.
choose purpose, choose provisions
