Launched quietly earlier this year, homefarming.com claims about 14,000 members. The site features information about recipes related to farming, as well as information on the “home farming movement,” which will be celebrated on April 12 a.k.a. Home Farming Day.
What does a box of crackers have to do with farming, you ask? According to a rep for Kraft, Triscuit has sought over the past year to align itself with the "real food" concept. “The effort taps into the trend of people getting back to basics in a tough economic environment and wanting to grow their own food,” the rep says, adding that “it’s a perfect fit for Triscuit.”
Like some other brands, most notably Haagen Dazs’s Five and Frito-Lay’s Lay’s potato chips, Triscuit has recently put a spotlight on the fact that it “starts” from a few basic ingredients -- wheat, soybean oil and salt. The jump from simple ingredients to home farming was a fairly logical one. Last year, the brand created 4 million “home farming" Triscuit boxes with plantable herb seed cards. The brand plans to double that number this year.