Progressive Grocer 2023 Sustainability Issue Cover

In January of 2023, I conducted independent internal market research, landing on the same consumer insights and statistics that later emerged in the Power of Meat presentation in March at the 2023 Annual Meat Conference. I stumbled across a potentially significant and unmet consumer interest in grass-fed Australian Lamb with "feel good" claims around sustainability and animal welfare by reading between the lines on insights from both the retail & foodservice categories on a national level, particularly focused around large coastal cities.

This project was part of a high-level strategy to enhance brand awareness of JBS's Great Southern Australian Lamb & Beef in the US market, with improved efforts to help decision-makers better understand and reach their consumers. I sought to elevate the usual quality of content and design of Progressive Grocer Magazine to outpace our competitors' past feature issues.

I built a closer, more strategic working relationship with media partners to achieve the desired outcome and audience. I took a hands-on approach to the complete creative process and project management of this cover and article, from research and strategy to lighting, prop selection, styling, and graphic design/layout, with the only external vendor support being working collaboratively with a photographer and MLA chef team.