The Alpha Vegetable

The New York Times ran a long Magazine piece about doing an image makeover for broccoli. The goal was to have broccoli be a “cool” food among younger people who don’t care about broccoli at all. Author Michael Moss brought out some important points about the relationship people have with vegetables, as well as the challenges of growing more vegetables in the current economic environment. Our project was mentioned as important, but a drop in the bucket towards that goal.

Victors & Spoils’ campaign seeks to have broccoli pick up the cachet of kale as the “kale backlashbegins against this trendy vegetable.