VISION
Our vision is a world where food and agriculture are celebrated, and all generations are committed to its future.
In order to conceptualize an entire campus dedicated to education, the American Royal first identified its target market and felt strongly that this campus must be a place for everyone.
With educational components integrated throughout the entire campus, visitors will learn everywhere they look. This space is not just for the intentional audiences, but also the “unintentional”; those that don’t have a specific event/reason for coming. It is imperative that this space serves consumers, families, tourists, and groups that have heard about this facility and stop by to explore. These constituents will have the opportunity to wander around and engage in self-guided learning. In addition, it is a top priority to create this space in a way that encourages people to return again and again. It will not be a space that people come to once and check off the list.
With the target market in mind, a purpose statement for the educational spaces was crafted. This purpose statement guided the conversation when discussing what the facility looks like, what it aims to accomplish, and what types of programs and activities occur. The purpose statement reads, “To provide a high tech, interactive experience that engages consumers by using food to connect people and agriculture thus inspiring learning, understanding, trust, innovation, and leadership to ensure sustainability and global food security.”