Food Reform for Sustainability and Health (FReSH) was launched at the World Economic Forum in Davos, Switzerland, by the World Business Council for Sustainable Development (WBCSD) and the EAT Foundation (EAT). The alliance of 41 global food and agricultural companies aims to create new pathways to reach healthy, enjoyable diets for all, produced responsibly within planetary boundaries.
Edelman has partnered with FReSH to help accelerate transformational change in global food systems. We caught up with Lara Luten (account director, Edelman Amsterdam) who started her six-month secondment in Geneva, Switzerland. Lara will be helping the partnership build communications and marketing plans in preparation for the Stockholm Food Forum and the upcoming Lancet Commission Report.
What makes you passionate about this particular project?
The ability to work with a very diverse group of food system stakeholders on such an important, global topic. And getting to know so many different players in the food system, from fork to farm.
How is Edelman helping its client partners think differently about the food and agriculture sector?
We offer a fresh and global perspective on the food system, by sharing knowledge and inspiration from all over the world and challenging our clients and partners to show up differently. This requires a truly integrated and global approach to communications.
What have you learned from this partnership that you are able to apply to your other work?
Working in a pre-competitive environment on a project that is driving impact by leading the change. I’m also gaining in-depth knowledge about the food system (its topics and stakeholders) that will definitely be useful for other projects.
What has been the most interesting part of your secondment with FReSH?
The current preparations for the EAT Stockholm Food Forum (June 2018) and the EAT Lancet Commission Report (Q3/4 2018). But also: Setting a basis for communications for the FReSH team.
What do you hope to accomplish during the rest of your time working on this partnership?
Inspiration and knowledge about the food system and its stakeholders, as well as a proper basis for communications for the FReSH team. I also hope to connect people and organizations and increase the impact and credibility of the project with communications.