Since the 1980s, small-scale farming has been in steep decline and Big Agriculture has bought up land as older farmers retire. But as one generation steps down, young urban Americans are driving a whole new kind of agricultural growth in the US.
KFC Nashville Hot Chicken: local food for the nation
case study·
18 Apr 2017
KFC is tapping into Gen Y’s taste for unique experiences with a limited-time offering of ‘hot chicken’ – a hyper-local dish that’s native to Nashville. While some may question the legitimacy of a chain adopting a regional favourite, how might KFC’s success impact the future of the fast food sector?
Gen Yers are driving an agricultural boom in Italy
signal·
15 Nov 2017
Young city workers in Italy are taking their degrees and moving to the sticks, recognising that there are opportunities in the countryside for those who are willing to work the land and launch new businesses. And with government initiatives helping them get started, the rural allure is growing.
Owning a home is still part of the American dream for Gen Y, but many are being priced out of cities, leading them to seek a place in the exurbs instead. As they trade hectic urban life for a quieter existence between suburbia and rural regions, what can we learn about this generation of home buyers?
Agritopia is one in a growing number of developments known as agrihoods springing up across the US. Built around working farmland, they aim to reintroduce community spirit and agriculture to the anti-social suburban sprawl. But what exactly is the appeal of these neighbourhoods?