Developing and branding a product from scratch. Brilliant moves, mistakes and plenty of pivoting.

It is as much about the packaging as what is inside.

Great beginnings. People loved the look of the original eco friendly paper canister. But they were challenging to put together and cost alot to ship.

This is where pragmatism almost killed the brand. We came up with a compact folded package that contained all the elements, was easy to put together and best of all economical to ship.

People hated it….

We switched back to canisters, but rather than paper we went with tin. These were significantly easier to put together and although not biodegradable, they were reusable and recyclable.

And then the Pandemic hit. We could not get new canisters from our existing supplier, nor could we find them anywhere else. As our inventory dwindled it became clear we had to make another change.

We thought of many possibilities to repackage in bags or other pragmatic and inexpensive options but we learned our lesson from previous experience. So we decided to go big and completely revamp the seed collections and grow them into full on Gardening Kits. Due to numerous challenges our launch was delayed until December 3, 2021. We did get some into stores in time for Christmas and we are in the process of filling spring orders. More to come.

Getting noticed.

The TruckFarm generated tens of thousands in free publicity.

truckfarm.ca

Outdoor advertising that gets noticed for $250/month??

For over three decades I have encouraged clients to be bold and dare to be different. I also happen to believe in outdoor advertising (much harder to ignore). But a single transit shelter ad would cost close to $900 for one month. It just so happened that I had my old pick-up truck that had not been driven in six years, parked in the weeds in my back alley. It was in pretty good shape for a truck that old and when I came across the trailer for the movie Truck Farm I was struck by how cool it would be to grow a small space demonstration garden from my own seeds in the back of my truck. 45 minutes later I had applied for a Neighbourhood Green Grant to cover some of the costs to turn it into a Truck Farm. A few weeks later I found out I got the grant and the real work began.

Like I said, the truck had not been driven in 6 years. This meant a six year old battery, six year old fluids, including gas and rubber parts that don’t really like to sit around doing nothing. According to a few people I have horseshoes up my behind when it comes to the truck (they used a more colourful term). We put in a new battery and the old girl started on one turn. I drove it to Aircare, and it passed the first time. The rubber parts needed to be replaced but the automotive students at VCC got it done for a fraction of the going rate. So I got some garden variety soil and started some plants for the truck. I then came up with decals in the Strathcona 1890 branding and hit the streets.

Like I said, the truck had not been driven in 6 years. This meant a six year old battery, six year old fluids, including gas and rubber parts that don’t really like to sit around doing nothing. According to a few people I have horseshoes up my behind when it comes to the truck (they used a more colourful term). We put in a new battery and the old girl started on one turn. I drove it to Aircare, and it passed the first time. The rubber parts needed to be replaced but the automotive students at VCC got it done for a fraction of the going rate. So I got some garden variety soil and started some plants for the truck. I then came up with decals in the Strathcona 1890 branding and hit the streets.

It has been a whirlwind year. I am able to take my Truck Farm to schools, daycares and community centres to engage, and educate kids. I have various programs where they can learn about growing including my favourite: Growing With Lego. (My philosophy is a heathy version of the one that inspired candy cigarettes – start them young.) The Truck Farm is now requested for events and exhibits regularly. It has been in the PNE and Science World as well as numerous neighbourhood events and markets. It has had fairly major media coverage, not just in Vancouver, but throughout BC and across Canada.