🎧 Under the Hood: Building HOA on Purpose ep 1

More than four years ago the Humans of Agriculture journey began, as a solo passion project we wanted to shift the conversation and showcase the role that agriculture plays in shaping the world we live in.

As a kid from Sydney, I knew what the conversations and perceptions of agriculture were like.

“What’s the future in Agriculture? Isn’t it just farming?”

At 16 years old, getting asked this question by one of my closest mates has been pivotal in shaping Humans of Agriculture and ultimately my curiosity to understand as much as I can about the breadth, opportunity and sophistication of modern agriculture.

Since Day One, I’ve wanted to focus on the Human aspect and the role that culture plays in shaping what we eat and ultimately who we are. I’ve wanted to do it differently and not look ‘like an ag brand’.

At the core was this innate curiosity, always asking ‘why’ and ‘how’ and looking to be a better listener. When it came to our evolution and the transition from being a passion project to a brand, it was vitally important that we stuck true to our heart and soul. What is our north star. When it comes to partnerships or even releasing some content, can we answer clearly how it aligns to our purpose…

We exist to shift the stigma of agriculture and create a community from Farm to Fork and Beyond.

This ‘Under the Hood’ series is planned to take you behind the scenes to understand more about what it’s like to build a brand and support livelihoods on Purpose. Throughout it I hope you can get more of an understanding as we talk through some of the different aspects of what we do, the different decisions, the challenges, the opportunities and even some of the frustrations…

and in a really honest way, open the doors to feedback from you about what are the good ideas, the sh*t ones as well as showing the opportunities for you either individually or as a business to work with us.

In Episode 1, I sit down with Charlotte Durack from Studio Agriculture.

Charlotte and I got talking in late 2021, up to that point our look and feel was guided by me and I knew i wanted it to be different however didn’t quite have the skills or know where to start.

We chat about the approach to giving us a look that was fresh, unique and allowed us to focus on celebrating agriculture and honouring tradition while also being a modern brand.

I also learnt a thing or two about perception and understanding… here I was thinking the handwritten parts of our brand were the ‘human touch’ which they are, AND they are also our way of filling in the gaps with each individual story.

Let us know your thoughts on it!