CiLo – FRESH FROM THE CITY

INNOVATION PLANNING PROJECT


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Edited by Ernest Deane (Project Team Member)


A BRIEF INTRODUCTION

The goal of this Innovation Planning Project was to apply innovation thinking to address wicked (non-technical) problems that matter and to create innovative and creative solutions to these challenges.

THE CHALLENGE

Landi Schweiz AG, a cooperative organisation of Swiss farmers, is a subsidiary of the fenaco Group and an important distributer and retail service provider in Switzerland. The key responsibility of the fenaco-Landi group is to cultivate as much produce as possible within Switzerland and
therewith secure the future of both, the local agriculture and the Swiss farmers. Landi operates around 300 stores all over Switzerland and is one of the most renown Swiss brands. Landi’s positioning strategy currently addresses people who live in villages or rural regions since the company’s stores or products are not yet to be found in larger cities.

The main problem to be solved is how to add value to farmer’s produce, the work and effort behind it and bring it into the cities. The second problem, which was uncovered at a later stage, is based on emotions. The community feeling that can be found in the countryside has long disappeared from urban areas and the people living in cities miss this sense of belonging. The city dwellers indeed yearn for a back to the roots lifestyle, but without having to give up their luxuries and technological gadgets.

THE SOLUTION

As the Landi brand is not yet present in Swiss cities and is often perceived as rural, conservative and unexciting, it is the perfect company to address these problems and bring both the tangible products and intangible emotions associated with farm life to the city. This Innovation Planning Project will pave the way for Landi to support the farmers by addressing a new target audience by positioning itself in a more accessible way and be successful by addressing an unmet need.

The intent of this project is to bring the Landi products to the cities, target a new market and respond to the needs of the green urbanites. The focus is less on the company but more on how to apply the already existing Landi concept of collaborating with farmers to a new and very promising market. The goal is to develop a novel strategy or channel to distribute locally grown products to people who live in urban areas whilst focusing on Landi’s key purpose: collaboration between Swiss farmers and retail businesses. The emotional need will be addressed by providing a platform for the city dwellers and farmers to interact with each other and generating a community.


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Edited by Ernest Deane (Project Team Member)


THIS PROJECT WAS CARRIED OUT IN COLLABORATION WITH DIEGO BECK, ERNEST DEANE, MICHÈLE MUHL AND MONICA RAY SCOTT.

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