![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=388dbb4a68233e9c6e64b4ad23953089 400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=651fd7b2c90d398318ae9b846009c2e7 600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=a2d13d5338b070b98b4fce0eda88a2b3 800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=fc0ebcde61fae04c1cf1dd71a8e3a9eb 1000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=e4846e92ac234eeb8ee63de80961f8e0 1200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=fc1a94a74326edd8910671966c12c2ef 1400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=ac9bfa244b4b94f602c48ebf524b2d13 1600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=7009bd2e85e5c23d162c55674118d8dc 1800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=7e93c057382386afb1af3b77306d1fd9 2000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=b70dcb0573ecd6b984a7d66c3dd32023 2200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=4b57019d0682816f7c7fdfc40c6cfcc8 2400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=53d75be40876c1e81ae7381d6707b599 2600w)
Food Agility CRC wants to bring the value of data to the food industry and build trust and transparency within the agrifood ecosystem. They needed a compelling value proposition and future strategies that would speed up data-sharing.
![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=239f0e5d20bb72088fc496a1b2c2d0be 600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=bbf64842b99e64c2e0e2942536c65cad 800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=a0f4a05eca832c83d1fe770615488c76 1000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=81d03438af6f3ccc621ac3fe7d6c3782 1200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=5e927f86dd75f3df816d074bfc569534 1400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=bb7c28900bbec8b0f2d1970a23a778af 1600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=9252f1516b306f8695e3582ffec30a1e 1800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=10744a92cb7414e8849c729a9a433a43 2000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=c05a5d2aad32f7188d2cc0b2390cca9c 2200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=ccb694ba15ba961d3fd0eed6320d8df5 2400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-hero-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=cb581a5825a6cef47e939f86c9ac497b 2600w)
While Australia’s academic research capabilities are globally ranked, there is a gap between research focuses and real industry challenges. Food Agility CRC, an innovation hub funded by its partners and the Australian government, aims to bring the benefits of Australia’s world-class research to the agrifood industry.
![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=a7a2f1e703e9b92a6aeafb9581d48ddf 600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=4bda6c5ebf757f81b42782ba28d8d3e3 800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=e13820b11f656f3710793b9108d0a816 1000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=aaf94ca5e20ab1bb8665f39a83813e49 1200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=636eb906a23437a71ed60dcd7df3fbef 1400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=f718e64d7cfe0ce56467a7452294c78d 1600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=881b4bd570485a8975dac43045af9f41 1800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=de1628d5f0ebb60eac6075f78b415db4 2000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=75e24539cdd20f19bbdff3c025e578d8 2200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=8c9d6fbac85aea061bff1aeb3cb47156 2400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=da65d948df6da3dac2c795638a0308dc 2600w)
Our team first needed to identify the cause of delay between data generation and actionable insights. What are the roadblocks in trust and communication between food producers, processors, tech partners, and researchers? How can we accelerate the sharing of data and research to and from farmers and partners? Food Agility’s value proposition needed to address these questions by identifying the intersecting needs of their partner ecosystem.
![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=a78d8d1857cb4cc950faeff325be4254 600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=41fa846f04483deb16f5c9cb0e366ae4 800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=1bb0e6f1d6f0ec7b74b3e2b8b4d0368e 1000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=c8976959eaa1919abc80873c4c7efd5e 1200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=296ec4d4c16a3741f8c9760c48820f04 1400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=df6699a3afbe07e21f64d621bbb1e296 1600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=6862e924c501c6b2b62fab95a9da15da 1800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=e421771ab4c016484fe02e31a3d538bc 2000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=c087e5cb4562970931b5d681aafa911d 2200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=acbc7144b1b1d8af83e575d160a26385 2400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/food-agility-body-1A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=d20249c50ca7d59ab4ccc3b69f2af77f 2600w)
Through in-depth interviews with stakeholders and Food Agility’s partners, we gained an understanding of their partner ecosystem, which spans the whole food system, including private, public, and nonprofit sectors. In this phase, we identified actionable insights regarding partner relationships and mapped out the network of needs and obstacles to building trust between partners. After identifying and testing the first version of the value proposition, we discovered that technology alone may not address the main challenge in data-sharing, so further iterations focused on fostering relationships and enhancing confidence between partners.
Our team designed and validated Canopy 2.0, an intersecting value proposition with three pillars: Essential Foundations, Common Understanding, and Evolving Support. It addresses the connected needs and pain points of farmers, researchers, and tech providers by increasing transparency and support for food producers and processors. By facilitating trust and transparency in Food Agility’s ecosystem, Canopy 2.0 aims to accelerate data-sharing and reduce project sign-off time by over 50%.
![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=6b5d032ed2178b37dab523db51ce4e86 600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=ffacda2e6b2148553d2c861ad2ce5516 800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=2061db1e66f956470c8ab67fb4a8aeb1 1000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=c4d5e47deec43eade83da20667cee6a3 1200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=34e47c023988ae8a0fa08e1f53aa3362 1400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=4780fff2cb143b2c0c96ae311b9eaf9d 1600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=ae0d809c3877ffbfa14167cb10a0c5bb 1800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=ddfc44aac2c11a242cc2f75e74059958 2000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=b65ab655046eaee024772412616817e6 2200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=dd6252d79ba8fa1161ef636e2ce4fcff 2400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=c1c2e3caeebf7dde1a1ec080af6e937c 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=2447cd2ec985e4b71626e771171be10c 600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=eaa29e20fc7986125fa5481d2a96b31f 800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=07dddbb83d2e695a5fa7c8956399be1b 1000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=0e6a63071b6e4a361a15e7a708b84050 1200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=a029317fde6143cf5ac6c5d852a35d63 1400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=528cdd65140a823d6e68216553675062 1600w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=249b60aa1a00b3e366d24ba477df1adb 1800w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=19816cfc76e67bedca0ff598a5d74f9d 2000w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=57e5ba054da290a3eb111b557effa5b2 2200w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=afc2541f76a53a8f22a0fd8bd92a220d 2400w, https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/Food-Agility-CRC-Slide-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=943959ff28750e2d7287408d9d622947 2600w)
‘During this project, we’ve gained an objective assessment of our partners, their pains and gains, and the value propositions that resonate with them. The results of this project will guide our investments in the next phase of development and build.’
![](https://designit-web.imgix.net/images/Case-studies/Food-Agility-CRC/CamillaRoberts.jpeg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.4487&fp-y=0.2155&h=160&q=90&w=160&s=b54cc78c0f04df10361b7eb85d88538e)
Camilla Roberts
Chief of Ventures, Food Agility CRC
SDG 8: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all
Food Agility CRC supports the sustainable and symbiotic growth of Australia’s agriculture and technology industries.
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Details
Client
Project team
Contact info for Sophie Parker
Senior Service Designer,
Melbourne
Contact info for Guillermo Granda
Senior Service Designer,
Melbourne
Contact info for Patrick Kennedy
Design Director,
Sydney
Get in touch
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Sophie Parker
Senior Service Designer,
Melbourne -
Guillermo Granda
Senior Service Designer,
Melbourne