30 Michael Kelly GIY (Grow it Yourself) Mission GIY is a social enterprise that aims to inspire, educate, and enable a global movement of food growers, whose collective actions will help rebuild a sustainable food system. GIY utilizes the practical skills of growing food as an entry point to larger consciousness about the food chain and other environmental issues. By 2030, GIY aims to reach 100 million GIY’ers worldwide through campaigns, media projects, products, and educational resources. Impact & 4 returns Inspiration Through food growing, GIY inspires and supports people to take action in a world where they feel increasingly powerless to act upon climate change and biodiversity loss. For example, the GIY TV series “GROW COOK EAT’’ is now available on Amazon Prime globally and has been viewed over 5 million times. Social Capital In 2020 around 900.000 people participated in the GIY programs in Ireland and the UK either in a school setting, workplace, or growing at home. By participating in GIY programs, food growers interact with each other and have increased knowledge about the food chain to change attitudes and behaviors towards sustainability. Natural Capital Financial Capital As a result of the GIY programs, food growers make more sustainable choices in their homes and gardens. These sustainable choices restore biodiversity and soil quality but also results in more significant conservation of water. The GIY model of ‘Growing It Forward’, has the purpose of inspiring others to take action. GIY’s financial sustainability model is about selling to people and companies the products and services they need to grow food successfully and sustainably.
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