Urban farm : brand identity and communication

Abstract

WeFarm, growing urban resilience, is a joint venture of a great team of entrepreneurs with a solid record of achievements that came in response to the COVID-19 challenges, opportunities, and the global demand to expand the production of agribusiness to meet the challenges of today and tomorrow’s generations. On the other hand, as the global population approaches 10 billion by 2050, the pressure to provide enough food for everyone in an efficient and cost-effective manner is increasing. People are attempting to live sustainably within the constraints imposed by the planet, as the pandemic has harmed the entire planet in terms of economy and health. This involves growing more nutrient-rich food with less water, energy, and chemicals. Bethlehem is a fantastic example of how to implement the fad of "urban farming" on its property. A small city in the center of Palestine with an agricultural background, which was impacted by the pandemic, global climate change, and water problems. WeFarm designs innovative tailor-made profitable urban farms, matched to the demanded market, based on the triple bottom line business model, using a mix combination of sustainable farming technologies such as, aquaponics and hydroponics running on zerowaste, with 95% saving on water consumption compared to traditional farming. The farms are designed for resilience and profitability, and infused with a permaculture framework. WeFarm increases access to affordable, healthy, and fresh products. Also, it provides a unique opportunity for communities to learn about nutrition and how to grow food. This, along with other approaches, allows community members to know where their food comes from, how it's grown, and connect with the people who grow it. Originally, "Karma" Project is the first prototype urban farm business in Bethlehem, Palestine, followed in the future with many more, for instance: "Zeitoona" in Ramallah and "Leimoona" in Nablus. These farms are the connection between customers and farmers, providing them with products, services, and education on sustainable practices, while promoting household self-sufficiency through the introduction of micro-farming kits in a niche market such as Bethlehem.