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  -  Briefs   -  Regenerate Now


Our global food systems are broken and we urgently need education and understanding around the necessity of a regenerative approach. In growing food we are either damaging the earth/environment, and in turn ourselves, or you we are regenerating it. The unfortunate reality is that our agricultural system right now does the former.


Regenerate Now is a just-launched vision in changing the horticulture sector. This is an umbrella vision under which already successful initiatives are to live together (see
details of initiatives below) and will serve as the gateway through which people will learn about these projects. Our Regenerate Now platform dares to imagine that everyone around the world will need upskill, connect to their local food system and use regenerative food production to develop climate change mitigations and embed neighbourhood food security.


Urban Farmers Alliance https://www.urbanfarmersalliance.org.nz/  mentors 60 urban farmers on regenerative farming and living composting practices across New Zealand, and it formed in early 2019 to support and grow climate change ready urban farming conversations nationwide. It holds the space for making change for cities through urban design interventions using climate change ready infrastructure.


For The Love Of Bees www.fortheloveofbees.co.nz is an artwork started in 2016 (and a charitable trust since 2018) where real transformation of the city’s ecosystem occurs through community-led actions. It’s a friendly platform for collaborative imagining and action. Fun for schools, home gardeners, neighbourhoods, community groups and team-building away days. 

These projects continue to grow as each target is accomplished, and the next vision is pulled into focus to offer a response to emerging opportunities within an evolving planetary crisis. 


The projects provide optimistic social learning opportunities that invite people into a space of digital, visual, oral and physical ecosystems. Thinking, feeling and doing so they can imagine a world they would like to live in and gain practical skills to help them co-create this dream. 

These opportunities arise from exemplar models (a farmed area) where the systems thinking is tested out, and they’re able to create knowledge around these systems to share:

  • in the commons
  • through free online toolkits
  • peer to peer mentoring, onsite workshops, masterclasses, tours, working bees and internships.


The current focus is on increasing the number of urban regenerative farms and farmers, which we refer to as Climate Change Ready infrastructure.


The ‘lead exemplar’ in New Zealand is a 700 square meter organic/regenerative urban farm and compost hub in the centre of  Auckland city. Here enough food to pay the living wages of 1.5 farmers and composters is grown!


The Brief


What is the impact objective? 


We want people to reconnect to their sense of power and guardianship through regenerative knowledge and land-based practices. We need as many people as possible to join in using the processes that actually rebuild the ecosystem. We need to create a platform that appeals and gives them easy access to the knowledge they need to upskill, that shows them other people accomplishing these goals, and stories that inspire them to take action.



  • We hope the platform can be so successful that it will be funded so we can keep generating it and making it accessible to anyone for free.
  • Millions of people use this platform to create local ecosystem regeneration and food security using process that mitigate climate change.
  • Our farmers can contribute to the learning platform in a simple way that doesn’t require too much time away from farming.
  • Commercial growers get inspired to transition to regenerative practices.
  • Urban planning changes embed urban farming and local composting as critical infrastructure.  


What’re the most important messages?


  • Regenerative Agriculture is a way to seriously mitigate climate change. 
  • Regenerative Agriculture can result in food and nutrition security for all, through the rehabilitation of soils and biodiversity, in happy, connected, optimistic, self resilient neighbourhoods where people can eat from their street.
  • Through the resources offered by Regenerate Now you can have access to the tools and community to help understand how to do this/how this is done.  


What’s the timeline?


TBC. Initial ideas submitted by Friday 24th April 2020. 


Who is the target audience?


We’re casting a wide net, but focusing on: 


  • Students- wanting to make a difference, take action, feel optimistic
  • Garden Home – buy food and grows food
  • Urban farmer – feeds the neighbourhood and recycles local organic materials
  • Commercial farmer – feeds the nation (has the capacity to make scaled difference) 
  • Commercial retailers – middle person (helps spread the story)
  • Policy makers – create frameworks for investment in infrastructure and land use
  • Business – wanting to operate in or support regenerative food systems.


What kind of deliverables would we like C4C to produce? 


  • Holistic campaign concept 
  • Strategy: How to get as many people interested and learning as possible 
  • Appealing storyline/ Key campaign messages
  • Social media approach and execution
  • New look for websites (Urban Farmers Alliance and For The Love Of Bees) – ideally restructured into a new one – Regenerate Now to bring all three projects close and succinctly together. 
  • Animations of some of our entry-level biology-first concepts could be amazing. 
  • Template designs for our 3 new Regenerate Now offers designed in response to Covid-19 which move outdoor actions and learning into an online learning&action-based experience.


  1. Daily Instagram takeovers gifting inspiration and tips from the farm in 1 min grabs
  2. Farmer in the Fields twice a week 45 min mentoring of a farmer in the field with 3 online mentors, viewable to anyone who wants to watch and learn
  3. Masterclasses Regenerative systems webinars. Course modules run over 3 weeks, 1 day a week, 2-3 hour sessions focusing on urban design, soil systems function, mineral recycling function etc. Help with promotion strategies, connectivity between website and insta channel, webinar function – connectivity between webinars and website is much needed and appreciated.


Are there any mandatory requirements?

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