Harvesting Good

Changing our perspective of what’s possible.

There are moments – rare moments – when something that seems too good to be true doesn’t just turn out to be true, it actually changes our perspective of what’s possible.

When the team at the Good Shepherd Food Bank of Maine decided to introduce a frozen vegetable brand, we were intrigued. When they told us that brand would transform the food system as we know it – creating a new business model and valuable revenue stream for everyone (farmers, processors, retailers, distributors) along the way, and that 100% of net profits would be returned to local food banks – we were totally in.

With both a name (Harvesting Good) and the support of an anchor retailer (Hannaford) in place, the Good Shepherd Food Bank team needed not just a brand, but a breakthrough retail presentation that could pierce the clutter of a formerly staid corner of the grocery store: the frozen vegetable aisle. From there, we got to work.

Our partnership started with a process of discovery – leveraging existing research, consumer insights, competitive analysis, and a steep learning curve in the mechanics of the process from farm to distribution that the Good Shepherd team helped develop. As the brand began to take shape, we gradually shifted focus from discovery to disruption – building a brand that was transparent and that had the ability to stop both the (social) scroll and the (retail) stroll.

The result?

Impactful branding with staying power. Harvesting Good isn’t a gimmick, it’s a mission – launching with the first SKU (broccoli) in 2023. On the heels of the brand development came a website, sales collateral, social content, and built upon an existingnetwork of folks who cared enough to think differently about what it means to address systemic challenges head on.