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Soil Association select Wattle for INNOVATIVE FARMERS Website

The Soil Association - a charity that digs deeper to transform the way we eat, farm and care for our natural world – has chosen us as their partner for their new Innovative Farmers website build.  


This follows last year’s announcement that we were appointed for the website build of their Cool Food Pro Carbon Reduction programme.Simon Givens, Head of Information Technology at the Soil Association has said about our partnership so far: "Great working with you guys. Outstanding engagement and great focus on successful and inclusive delivery. We are looking forward to our ongoing relationship."Read on to find out more about this exciting new project. 
Who is the Soil Association?  The Soil Association is the charity that digs deeper to transform the way we eat, farm and care for our natural world.  Their desire is to live in a world in balance with nature and aspire to a future with good health and a safe climate. In order to achieve that, their mission is to help everyone to understand and explore the vital relationship between the health of soil, plants, animals and people. Campaigning, educating and helping everyone to grow better together is all part of their ongoning mission and they are a lead partner in several programmes working directly with communities to deliver positive change in food and farming, including: Innovative Farmers, Sustainable Food Places, Food For Life Get Togethers and more. 
What is the Innovative Farmers programme?  Innovative Farmers is a programme managed by the Soil Association to support farmers to research sustainable innovation on their farms. The programme enables farmers to investigate solutions by linking them up with the research community to set up research projects known as ‘field labs’. There have been 120 field labs since the launch in 2012 and there are around 15-20 field labs happening at any one time.    The website has traditionally been used for the following purposes:  
  • To update members of the Innovative Farmers network (farmers, academics, policy makers and funders) about activities going on within field labs and opportunities to get involved.  
  • To share knowledge and farmer tips generated from the network so that a wider community can benefit from the innovation being investigated at a local/on-farm level.  
  • To encourage people to sign up to become a member of the network, where they will receive a regular newsletter and can download reports from individual field labs they are interested in.   
  • To give network members information about how they can set up a field lab and to encourage them to submit ideas for something they would like to research.   
  • To inspire more people to get involved with the network. 
The Soil Association have approached us to help them establish Innovative Farmers as the place to go for practical, free information on sustainable farming techniques and we’re excited to work with them over to develop and build a website that will go live later in the year. 
Prior to site go-live, the key outputs of this project include: 
  • Leading the discovery phase and user experience (UX) research (interviews, workshops, surveys etc), during which we will identify key conversions and user journeys relating to personas.  
  • A report detailing all findings and recommendations of the best information architecture to suit persona needs including a sitemap, wire frames and key page design.  
  • A beta site and backend ready for user testing (both staff and personas). 
We look forward to sharing future updates about projects with the Soil Association. Get in touch to learn more about how Wattle can support your membership or charitable organisation.

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