10: The Book That Grew

10: The Book That Grew


Growing a book about sustainable agriculture

Ireland’s economy is rooted in agriculture. But with the sector under increasing pressure to reduce emissions, farming must become more sustainable if it is to survive. AIB, Ireland’s largest bank for farmers, in partnership with Teagasc – the Irish Agriculture and Food Development Authority – wanted to enable farmers to maximise sustainability by changing how they see our greatest resource: grass.

Our solution was to grow a book from grass itself. A classic example of the medium being the message, the book contained 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability and increase profitability. These 10 steps enable farmers to achieve a ‘perfect 10’ rotations of grass grazing per year, and produce 10 tonnes of grass per hectare – a truly powerful number that will improve the sustainability of even the most efficient farm.

With each page, each word, and each diagram shaped by real grass roots as they grew, this was a world’s first, completely rewriting the rules for how books are produced and how brands can inspire around sustainability.

Critically acclaimed