Belle Rundle

"GoZero is a zero-waste company providing a sustainable solution for the endless waste produced within the production and distribution of fresh fruits and vegetables. GoZero campaigns for change through a range of produce boxes delivered to your door to maximise accessibility and convenience.

Each box is plastic free, fully recyclable and comes with a great range of local and seasonal produce. Additionally, boxes are accompanied by an internal divider and compostable bags, which once taken out can be used as a compost bin for any food scraps to be disposed of appropriately."

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In order to reach a global audience a versatile website has been constructed, this acts as a central point for customers and GoZero to interact. The website features a range of strategies to enhance its impact on consumers, first, a distinct message is presented supported by facts surrounding the issue of food waste where individuals can be inspired and educated. Additionally, a secondary page to purchase and take part in the movement through making a conscious choice to be zero-waste is available. Further, users can foster strategies to improve food consumption habits by learning how to preserve the quality of their fresh produce for longer, thus minimising waste in the home.

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As an additional channel to connect with GoZero’s audience the platform Instagram will be utilised to raise awareness of both the issue of food waste and the company’s mission for change.

Instagram will not only help to enhance the campaigns brand identity, but through a variety of colourful visual content (including photography and graphics) a wider level of engagement and exposure will be created. Additionally a social media presence will also equip GoZero with the opportunity to interact with influencers in the process of spreading and endorsing the brand and the benefits of their services.

In order to create a point of interest and greater awareness of the campaign a set of 4 posters featuring photography consistent with the website will be utilised. These will be displayed in busy city streets close to and within some of Melbourne most prominent markets such as Queen Victoria and South Melbourne Market, as well as local grocery stores taking part in our program by donating their excess or misshapen fresh produce. Each will feature a QR code at the base of the poster which will directly link individuals to GoZero’s website.

View full video at www.youtube.com/watch?v=LA4TftFQFvY

Upon the launch of the GoZero campaign representatives will hand out free tote bags to customers shopping in local Melbourne markets and participating grocery stores, later they can be given out as gifts in deliveries, during events when customers purchase from GoZero’s website.

The bag act as both a physical and visual aid for consumers, as the large logo presented on the facade of the bag will help increase exposure for the campaign when people wear it. Additionally, the bag aids customers when they are shopping for products outside our range in other stores, acting as a durable and zero waste alternative to using plastic bags.

To present the issue of plastic and food waste in the fresh produce industry, participants were presented with an introduction to the topic followed by a selection of interactive activities. These activities consisted of placing stickers of fruits and vegetables, tallying proportions of packaged produce and placing statements on a scale of personal importance.

These activities were designed in a playful and simple way to ensure instructions were clear to people, yet not overly clinical. By collecting data from a participants it was found that whilst many do believe food waste is an issue and they endeavour change, often the issue of convenience and availability limits their actions.