TURN FOOD WASTE
INTO REVENUE
RESCUING
MISFIT PRODUCE,
ONE FARM
AT A TIME.
Role: Lead Brand & Digital Designer
Scope: Campaign strategy and creative, ingredients catalog, sample box,
sales materials
Perfectly good produce gets turned away every day for looking odd. Trendi rescues it and turns it into shelf-stable powders and purees. I led the campaign that took those ingredients into restaurant kitchens.
A No-BS Company Tackling Food Waste
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A No-BS Company Tackling Food Waste
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A No-BS Company Tackling Food Waste · A No-BS Company Tackling Food Waste ·
the goal
Position Trendi’s rescued ingredients as a fresh, better-tasting option for everyday recipes and menus. Win over restaurants
and food makers, and raise funds to rescue more produce.
the challenge
Powder doesn’t sound fresh. Chefs had to believe that rescued produce could hold its own in a professional kitchen. The story also had to carry a lot: food waste, freeze-drying, and a product line spanning powders, purees, and blends. We had to explain all of that clearly and reach new buyers across Greater Vancouver and Canada
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The Solution
A Fresh Ingredient Story: Misfit produce moved out of the waste bin and into the pantry. Every piece led with flavour and kitchen benefits (no additives, less storage, no cold storage needed). The sustainability story came second.
The Ingredients Catalog: I designed a catalog that sells the way a chef reads, organized by product type with straight specs. It covers the 1kg powders (all the flavour in 10% of the size and weight), the 5kg aseptic purees and the signature tropical blends. One grid and one type hierarchy hold it together.
The Sample Box: Tasting closes the sale. I designed a sample box and sent it to pitched clients across Greater Vancouver and Canada so buyers could cook with the product before committing.
Sales Materials: Spec sheets, sales decks and one-pagers carried the same system into B2B conversations. They also supported the Smoothie Kit pitch, which helps a restaurant add 4+ new smoothies to a menu.
Reporting Back: I presented campaign strategy and conversions to Trendi stakeholders, working with product, marketing, operations and creative. The team was small, so I touched every piece of creative.
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The Results
Funded the Biotrim machine: Campaign sales paid for a portable production and freeze-drying unit that goes to the farm.
Two restaurant sizes: The powders now sell in two sizes built for restaurant kitchens.
A distributor contract: A known restaurant distributor signed on for weekly ordering.