Beginning July 20, coffee drinkers, shopaholics and mall walkers spotted an informative new feature inside The Empire Mall in Sioux Falls. The “Hungry for Truth” initiative debuted an interactive wall to engage shoppers with healthful recipes, food facts and profiles of farm families in the state.
Much like interactive displays commonly found in airports, the “Hungry for Truth” wall is touch activated. The 11-foot by 8-foot wall just inside the main mall entrance near Caribou Coffee features interactive plates of food dishes on the screen with recipes that mall goers can send to their mobile phones. The display will run through the end of the year, and shoppers will have a chance to check back frequently as “Hungry for Truth” reveals new seasonal recipes throughout the remainder of the year.
“It’s exciting to have this new and creative way to connect with South Dakotans about food and farming,” said Marc Reiner, chairman of the South Dakota Soybean Research and Promotion Council. “We want to open up conversations about food and the farmers who grow it. We think this is an attention-getting way to use technology to do that.”
Each of the six plates on the display shares a fact about farming and farmers in South Dakota, giving consumers more information about the food they eat. Visitors will be able to flip over the interactive plates to learn food and farming facts, such as that 98 percent of all farms in South Dakota are family owned and operated.
The display incorporates the distinctive look and feel of the “Hungry for Truth” initiative with visual references to the kitchen table where most family conversations about food and farming take place. One of the goals of the initiative – launched in early 2015 – is to “put everything on the table” when it comes to open, honest discussions between South Dakotans and farmers.
The interactive wall was created exclusively for the “Hungry for Truth” initiative by Monster Media, an international company specializing in digital and interactive displays. Monster Media has developed thousands of interactive campaigns internationally for clients including the Academy Awards, Blackberry, Chevrolet, Coca-Cola, ESPN, General Electric, IBM, Reebok, Target, and many more.
“Hungry for Truth” leaders began working with the Monster Media team in May to develop the display at The Empire Mall.
“This was a fun process. We discovered new ways to reach South Dakotans with technology that allows us to engage in a virtual conversation with them,” said Jeremy Freking, the soybean council’s executive director. “We are eager to see how visitors to The Empire Mall interact with the wall and hope it will spur their curiosity and questions about food and farming.”
While visiting the display, shoppers also have the chance to enter a giveaway to win a $25,000 kitchen makeover.
Visit HungryForTruthSD.com to find out more on how farmers are putting everything on the table and sharing their stories about raising healthy and sustainable food.
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