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Green Pioneers

Encouraging young people to grow fruit, vegetables, plants and trees in any space, through a reward-based app and garden centre deliveries.

Photo of Mark Ellis
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Young people are actively engaged in environmental and sustainability issues, and are true champions for positive change in our world today.

Green Pioneers aims to harness this engagement and drive positive action in young people, nurturing an understanding of the many benefits of growing fruit, vegetables, herbs, flowers, plants and trees.

Each young person signing up to become a 'Green Pioneer' will receive Green Challenges through a rewards-based app. These challenges range from learning about growing, taking part in real-world challenges in their neighbourhood, and actually growing their own plants, discovering surprising benefits along the way.

Whether it's a garden, balcony, community space, school field – or even just a window ledge – to work with, the challenges will be adapted to teach people how to reap the rewards of growing, whatever their surroundings and wherever they live.

Successes will enable them to unlock further Green Challenges and receive rewards, in the form of seeds and tools for growing more. They will be encouraged to share successes and team up with friends to create micro communities of pioneers.

Garden centres will play a large part in delivering the right 'kits' for each challenge.

This idea is aimed at repositioning garden centres to become the heroes of a post-Covid19 world, where self-sufficiency, sustainability, and an appreciation of our natural environment will be hot topics. 

Garden Centres have not, in the past, aimed at educating and engaging younger people, which is a missed opportunity considering the activity of this age group around environmental matters. This app, alongside a concerted campaign and close partnerships with garden centres, will drive a generation of Green Pioneers.

What is the need are you focusing on?

– Education and tools for young people to learn how to grow plants, encouraging a level of self-sufficiency and understanding of fresh food and the benefits of plants. 

– Providing garden centres with a new audience and a mechanism for engaging young people.

– Moving garden centres towards a delivery model.

– A wider push towards sustainability for our planet.

Which type of submission are you sharing?

  • Identifying a gap that needs to be addressed

Describe the business pivot or adaptation in 3-4 sentences.

Creating an engaging mechanism which would enable and inspire young people to grow plants. This unlocks a new audience for garden centres and encourages them to create kits for delivery. A level of self-sufficiency at household level will be a huge benefit to the wellbeing of our planet. This idea encourages a new generation of Green Pioneers.

Do you plan to implement this solution?

  • Maybe-with additional support

Describe the impact that this solution will create in the world.

A generation of new 'Green Pioneer' gardeners, armed with an understanding of self-sufficiency and sustainability, will create positive change in households across the country.

What is the name of your business or organization?

Beautiful Normal

What does your business/company do? Whose needs does your business/company address? Who do you serve?

We are an agency on a mission to drive brand transition towards sustainability. We are designers, strategists and coaches who believe that the most relevant brands, businesses and organisations are those which exist to create a positive impact on people and our planet. We collaborate with them to create positive momentum towards a sustainable and profitable future by: – Creating powerful brand narratives based around purpose and relevance – Embedding design thinking to enable iterative innovation – Empowering leaders to make planet-first decisions – Driving behavioural change through campaigns and communications We work with established brands and new startups.

What is your profession?

Founder, director, designer

Where are you located (country)?

United Kingdom

Where are you located (region)?

  • Europe

What industry is your business/company in?

  • Communications/Visual Design
  • Customer Experience/Service
  • Designer(UX/CX/Design Research)

How many people does your business/company employ?

  • 0-10

How old is your business/company?

  • Less than 1 year old

Which classification describes your organization/business?

  • Business

What kind of stakeholders and partnerships are needed to pursue this solution?

  • Funding- Grants
  • Funding- Investment
  • Stakeholders/Partnerships- Private Sector

Do you need help building partnerships and finding partners?

  • Yes

If Yes to the above, please share 1-2 sentences describing the specific help you desire.

We are looking to partner with a suitable technology provider to help develop the app. We are also looking for a UK-wide delivery partner/s for gardening materials.

1 comment

Join the conversation:

Photo of Isaac Jumba

Welcome to the challenge Mark Ellis  and thank you for sharing the amazing idea you are working on. Could you share more on what the progress has been so far? Who might you partner with right now to deliver the immediate and long-term value?