Bolthouse Farms is on a mission to change the way people consume healthy foods and beverages, making the healthy choice the easy choice for consumers. This practice extends beyond the brand’s portfolio of fresh carrots, bottled juices and dressings into the realms of social media. Through Bolthouse Farms’ presence in social channels it became startlingly apparent that fruits and vegetables are severely under-represented within “Food Porn” – the practice of photographing, posting and socializing about one’s meals and snacks through social media. To generate awareness for this severe imbalance in food conversations and to promote the posting of fruits and vegetables, Bolthouse Farms launched the Food Porn Index.
How it works: The Food Porn Index monitors social media conversations and mentions of key foods highlighted as a hashtag (e.g.; #carrot, #pizza), and tracks them in the appropriate categories represented within the Index – 24 total food categories are currently tracked. The program constantly monitors hashtag posts of the Index’s food categories on public Twitter and Instagram feeds and updates every 15 minutes, repopulating the site’s pages, including the total mentions of the food-related hashtags, the individual mentions of the included food categories and the percentages highlighted on the “vs.” page.
In an effort to create a balanced conversation about food online, the Index also features key food experiences that help raise awareness for the imbalance through interactive programs and imagery.
