Broccoli City Case Study

Broccoli City is on a mission to turn hip hop lovers into tree huggers. The wildly successful social enterprise is leveraging its community of over 20,000 urban millennials around the world to promote healthy eating, environmental sustainability, and civic engagement.

Their annual festival which takes place on April 30th of this year, features live performances by Future and Jhene Aiko, art, yoga, healthy organic vegan food and eco-friendly vendors. However, the most impressive thing that Broccoli City offers is an opportunity for young people to engage with their communities through sustainable, high impact, civic engagement.

Through their Power of One https://bcfestival.com/earn-a-ticket/ campaign, festival attendees are given the opportunity to work with local organizations, city

“We are leveraging what we do with the festival to build a healthier environment and healthier people. We are all sharing this one little blue planet.” he continued. “If we don’t take care of it, in a few generations our grandchildren won’t have a place to live.”

The trick is in making sustainability cool, or as I like to say, “making green the new gangsta”. “We have to make it seem like everybody is doing it”, Perkins revealed. “We have to make it cool to be active and engaged, to be conscious about our environment and what we put into our bodies. That’s the way we shift the culture. We have to set the trend.”

Through the Power of One, Broccoli City will have activated over one thousand volunteers before the festival. They’re building community gardens, planting trees, cleaning up public spaces, preparing meals for the homeless and much more. “We’ve created a premium for doing work in the community” said Perkins. “Of course the incentive helps, but beyond that people want to be engaged and do