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Nourishing the potential for systemic change

Aligning the brand and strategy with F2CC’s mission

Farm to Cafeteria (F2CC) is a non-profit charitable organization with a mission to transform how food is experienced, learned and celebrated in all schools across Canada. As part of F2CC strategic planning, they discovered to things:

  1. With COVID, climate change and food security, their work driving systemic change in schools was needed more than ever!
  2. Their current brand health did not match their ambitions for the impact they sought to have in the community


The tension of their potential and their current state sparked the beginning of a journey for F2CC to evolve their brand.

the need.

Farm to Cafeteria (F2CC) is a non-profit charitable organization with a mission to transform how food is experienced, learned and celebrated in all schools across Canada. As part of F2CC strategic planning, they discovered to things:

  1. With COVID, climate change and food security, their work driving systemic change in schools was needed more than ever!
  2. Their current brand health did not match their ambitions for the impact they sought to have in the community

The tension of their potential and their current state sparked the beginning of a journey for F2CC to evolve their brand.

the approach.

We developed a 4 pronged approach to get the job done.  The approach was designed to clarify the path that F2CC need to take, the courage to take it, and the tools to make it happen.  All within the budget and timelines they needed.  

….The people. Passion and authenticity + depth of knowledge and experience. The team really takes the time to build and get to know their clients’ needs and it feels like they become an extension of our own team

a word from our client

karmadharma highlight

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We at karmadharma were proud that F2CC chose us to take this journey with us, and they were able to help them increase their impact.

We couldn’t settle on just one…

  1. We loved conducting primary research interviews with the partners and clients.  It was equal parts beautiful to hear first how they spoke about F2CC as an organization, and motivation to learn about the needs for support and change in the community.
  2. We loved the brave conversations with the F2CC about different paths the organization could take.  

more of our work.