Cropsincolor - the campaign

The campaign

Behind every meal you eat is a world of crop diversity that has proliferated for thousands of years

The domesticated plants we rely on most for food are some of humanity’s oldest existing creations. And because our world is always changing, they are works of art that are never finished.

The #CropsInColor campaign sheds light on the complexities, triumphs, and surprises of crop diversity in action.

To most people, a bag of rice just looks like a bag of rice. What you can’t see are the artists at work behind the scenes: the genebanks conserving incredible collections of diversity from around the world; the plant breeders coaxing hidden potential out of a handful of seeds; and the innovative farmers who practice the ancient art of turning sunlight into food.

Our #CropsInColor photographers, too, know something about making magic with light. They travel the world to capture the hidden stories of how crop diversity changes the way the world eats every day. Along the way they will use photos and videos to prove that crop diversity in action is not just essential – it’s amazing.

Phase I (2015 – 2017)

In Phase I, our #CropsInColor campaign took three crops as a window into a whole planet of diversity: rice, cassava and maize; three truly globe-trotting crops that have been adapted to fit countless different landscapes, climates, agricultural realities and tastes. These are basic ingredients, perhaps – but the truth about them is as diverse as humanity itself.

Phase II (2018 – 2021)

In Phase II, we take a look at ten crops, exploring how each in its own way has become a staple in our kitchens, markets and favorite restaurants, no matter where we live. Food is strongly connected to culture and lifestyle. With #CropsInColor we explore the relationship that we all, 21st Century consumers, have with the foods we eat. From the dinner table, we will then move “upstream”, back to the markets and farmers, the agricultural fields and the genebanks.

The aim of the #CropsInColor campaign is to highlighted the important role that crop diversity plays in our daily lives and the need to safeguard this precious, global common good.

This campaign is made possible by the generous support of Corteva Agriscience.