1. Cultivate London Brief.
Cultivate London is an innovative urban farm based across multiple sites (formerly
disused plots of land) in West London. Cultivate London has three main objectives:
1. To generate training opportunities and jobs for unemployed young people
aged 16-25 in practical horticulture.
2. To convert derelict and vacant land across London into productive food
growing space.
3. To increase the amount of local and organically grown produce consumed by
Londoners.
http://www.cultivatelondon.org/
BACKGROUND
Ealing-based charity Pathways Housing Trust set up Cultivate London with the aim of
addressing youth unemployment in Hounslow and Ealing.
Cultivate London is a horticultural social enterprise, whereby all income generated by
the sale of the organically grown herbs, vegetables and flowers that we grow is directed
back towards running the enterprise. This then allows us to continue to provide work
and training experiences for the young people with whom we work.
One way that we provide training and experience is through offering horticultural
apprenticeships. Our apprentices work with us 30 hours a week, while attending Capel
Manor College on a part-time basis to complete a Level 2 Diploma in Practical
Horticulture.
We currently have two full-time apprentices, but would very much like to be able to
offer more such placements, as we feel that apprenticeships are one of the most effective
ways for young people to gain the skills and confidence required to enter the world of
work.
In addition to these apprentices, we have 6 other young volunteers working with and
three of them will attend Capel Manor College in January to complete a Level 1
Certificate in Practical Horticulture. Youth who work with Cultivate London often
benefit in a variety of ways, including:
Increased employability through the acquisition of new skills and competencies
(e.g. horticulture skills and qualifications, business skills, people skills, health
and safety qualifications etc.)
Increased confidence and self esteem
Exposure to a variety of new experiences
New friendships
Justin Pearson, an apprentice who has been with the project since April of 2011, says:
“The growing process is explained in clear and simple terms, with lots of demonstration.
Learning is all very hands on, which is really helpful. The project is also really easy going,
calm and peaceful, and the environment is a very supportive one. My confidence has really
increased since coming here. I also just love being outdoors, away from an office setting.”

2. THE CHALLENGE
The ambition for Cultivate London is to take on and develop more young apprentices
and horticulturists. And therefore make a real difference to young people’s lives.
The core challenge for Cultivate London therefore is to increase their funding as well as
the sales of plant & crops they produce to be able to support the expansion of this
apprentice program.
So, the core focus of the Good for Nothing challenge:
1. Create a communications strategy and suite of communications to reach out, excite and
engage their key audiences (young people seeking work and experience, funders and local
businesses buying their crops)
Specifically
Help Cultivate London tell their brilliant story more powerfully eg. Integrating
young apprentices’ stories on the web
Create a communication strategy by key audience
Refresh and develop core messaging by audience on and offline
Refresh the organisation’s look & feel
Develop a social media strategy, tactics and guide and principles for using
Facebook/Twitter etc. effectively
2. Create impactful fundraising pitch and funding ideas to grow funds
Cultivate London need help to raise funds so they can offer more placements and
accreditations to young people in West London.
Create a short powerful presentation and tools to support this
Explore and identify other sources of funding ideas, concepts, and contacts
3. Prototype a basic sales management system to expand the business
For local businesses looking to buy their salads, plants and flowers, Cultivate
London would like a smarter but simple sales management system online to
make their sales process more efficient.
Note: they have all their stock in a database and are looking for a simple bulk ordering
system.
WHAT WE HAVE TO WORK WITH
Logo (up for being developed)
Access to website
2 videos of their work including interviews with their young apprentices and volunteers
Database of all the products they sell
Young apprentices and volunteers present on the weekend to gather more stories/film
Previous funding pitches