THE LEXICON presents

Green Brown Blue mobilizes food companies, scientists, farmers, entrepreneurs, ranchers, activists, and academics to accelerate solutions to our food systems' greatest challenges.

It's an activator for good ideas.

Over half the world’s agricultural production comes from only three crops. Let’s bring greater agrobiodiversity to global supply chains.

Our FACT (Food, Agrobiodiversity, Clarity, and Transparency) Activator believes that the marketplace can accelerate change in our food systems by providing purchasers (and consumers) with more information and visibility into how food is grown, produced, and comes to market. A well-told story helps buyers across the value chain make purchases aligned with their values and support the food system they’d like to see. In pursuit of this vision, international food and agriculture experts defined 10 Principles for Agrobiodiversity, conducted three transparent supply chain pilots—fonio in West Africa, small millets in India, and amaranth in Mexico—and built Supply Chain Self-Assessment Tools to support food companies in using more diverse ingredients.

An evidence-backed, place-based, market-driven model to rapidly transition agriculture to more regenerative practices.

While the principles of regenerative agriculture are universal, their application varies not only by region, but sometimes even farm to farm. The REGEN1 Activator gathered nearly 100 experts across the value chain in Northern California to develop a regionally-focused supply chain tool that will help purchasers reward farmers and ranchers for their regenerative practices. Their work is supported by a fully integrated communications strategy that introduces consumers to the environmental co-benefits of regenerative agriculture, including sequestering carbon to help mitigate climate change.

The battle against climate change is mainly fought on land. While it’s easy to focus on changing the environment where we live and work, to truly take action we need a global approach that includes our oceans.

The Greener Blue Activator brings together interdisciplinary, multi-sector stakeholders to develop a framework that accounts for the ecosystem benefits and effective carbon capture of “regenerative aquaculture” systems, educates both consumers and purchasers so they can better support producers that practice “regenerative aquaculture”, and establishes a market-driven strategy to more effectively communicate the potential for macroalgae in commercial systems to reduce greenhouse gas emissions and replace petroleum products.

Food-related chronic diseases are the biggest burden on healthcare systems. What would happen if we treated food as medicine?

Healthcare providers currently spend much more on treatment than prevention. What if more programs helped patients eat better by improving access to nutritious and affordable food before their patients got sick? Would providing patients with food at a free or reduced cost before they develop chronic diseases lower healthcare costs? Our Food Is Medicine Activator examined four promising programs: medically-tailored meals, fresh food “farmacies,” produce Rx, and teaching kitchens, then built an interactive FIM Hub to share their findings.

How important are national dietary guidelines? What nations advise their citizens to eat can impact the entire planet.

Nutrition and climate experts from across the globe looked at dietary guidelines in Brazil, Canada, Indonesia, and the Nordic countries to explain how food choices impact our personal health, the cost of national healthcare, the environment, climate change, and cultures. To make their findings accessible to all audiences, they put a face on data by turning their work into an interactive game for desktop and mobile users.

Can we create a universal visual language to describe our food systems, one that bridges cultural barriers, increases consumer literacy, and helps shift the marketplace?

Our Food Clarity Framework Activator brought food experts together with designers to devise a visual language that unites worldwide food system stakeholders to improve communication and collaboration. Their work has now become FOODICONS, an international design challenge sponsored by The Lexicon, Adobe, and the Noun Project.

An activator devoted to food packaging, because it's not only important what we eat but what our food comes in.

An international team of scientists, life cycle assessment experts, plastic pollution activists, and food service supply chain purchaser are identifying contaminants of concern in single-use materials to accelerate a shift toward reusables in the food service industry.

Our formula: bring together the leading food experts, unite them on real solutions, then transform their ideas into freely available tools for the world to use.

I. We already have the answers.

The key to solving our food systems’ greatest challenges are already known, so it’s not the case of finding the right answers. Instead, it’s an implementation problem. The key actors needed to solve the myriad problems we face simply can’t find each other because our supply chains are opaque. Activators can bring together these domain experts to collectively problem solve and find solutions that would otherwise remain beyond reach.

II. Find the willing and the able.

It’s not enough to gather a collection of passionate people willing to tackle our food systems’ greatest challenges. Nor is it enough to identify the right individuals with the requisite skills. Instead, you have to find those that possess both the willingness and the ability to lend their expertise in a collaborative environment, over an extended period of time, to build the necessary tools.

III. Can we find a cure for blindness?

Our global supply chains are blind. We have no idea who grows our food, where it comes from, or what methods are used. We believe that a connected market, one based on the principle of transparency, allows food purchasers to make decisions that are both aligned with their personal values and the missions of their companies. Changing our food system begins with putting as much information into the moment a purchase is made as possible.

IV. Build. Break. Pivot. Repeat.

Our invitation-only activators gather exceptional people from across the value chain and ask them to collaborate on tools to address thorny problems faced by our food systems. Their path to success is never a straight line. In fact, it may require changing direction, suddenly pivoting to address new roadblocks or retracing steps to revisit previously discarded—yet ultimately superior—ideas. It’s an iterative, collaborative process, one where the best idea wins.

V. No white papers. No policy briefs.

Working groups usually end up making white papers, simply because the single skill each member possesses is the ability to write. Unfortunately, the world doesn't need any more PDFs or bullet-pointed executive summaries. What they want are tools that increase literacy and fluency across the value chain to help everyone support the world they want to see. Our researchers, designers, animators and filmmakers help turn these ideas into tools for action.

VI. Collective impact as a force multiplier.

Good ideas are of little value when they're disconnected from concerted, collective action. Our activators gather domain experts, align them on shared principles, then help them establish their own collective impact cooperatives to jointly address some of our food systems' greatest challenges. When it’s time to share these bold new ideas, our activator members learn to leverage their own ecosystems, creating powerful force multipliers for distributing their work.

Join a bold, new online community for anyone who cares about building more resilient, inclusive food systems.

Contact us

Please share your comments and questions and get a response from a real person!

Eligibility, Submission Terms and Conditions


A Greener Blue Global Storytelling Initiative is sponsored by The Lexicon, a US based 501(c)(3) public charity.


Storytellers will join A Greener Blue Storytelling Collective to create stories for the International Year of Artisanal Fisheries and Aquaculture with the FAO and its partner organizations. Members of the Collective will take part in a private online “Total Storytelling Lab” led by The Lexicon’s Douglas Gayeton. Upon completion of this online certificate program, members of the Collective will join seafood experts from around the globe in creating A Greener Blue Storytelling initiative.


Who can enter and how selections are made.

A Greener Blue is a global call to action that is open to individuals and teams from all over the world. Below is a non-exhaustive list of subjects the initiative targets.

  • Creatives and storytellers with a passion for food and the willingness to support small-scale fisherpeople and experts worldwide. This category includes, but is not exhausted in photographers, videomakers, illustrators, podcasters, and writers.
  • Food Activists working to change open sea fishing and aquaculture; 
  • Members of fishing and indigenous communities that support their communities, share their stories and protect their way of life;
  • Local and International NGOs work every day with actors across the whole value chain to create more sustainable seafood models.

To apply, prospective participants will need to fill out the form on the website, by filling out each part of it. Applications left incomplete or containing information that is not complete enough will receive a low score and have less chance of being admitted to the storytelling lab.

Nonprofit organizations, communities of fishers and fish farmers and companies that are seeking a closer partnership or special support can also apply by contacting and interacting with the members of our team.

Special attention will be given to the section of the form regarding the stories that the applicants want to tell and the reasons for participating. All proposals for stories regarding small-scale or artisanal fishers or aquaculturists, communities of artisanal fishers or aquaculturists, and workers in different steps of the seafood value chain will be considered.

Stories should show the important role that these figures play in building a more sustainable seafood system. To help with this narrative, the initiative has identified 10 principles that define a more sustainable seafood system. These can be viewed on the initiative’s website and they state:
Seafood is sustainable when:

  • it helps address climate change
  • it supports global ecosystems
  • it optimizes impact on resources and nutrient cycles.
  • it promotes a safe growing environment for safe food sources.
  • it advances animal welfare.
  • it enhances flavor and nutrition.
  • it builds resilience and self-sufficiency in local communities.
  • it prioritizes inclusion, equality, and fair treatment of workers.
  • it preserves legality and the quality and the story of the product throughout the value chain.
  • it creates opportunities along the whole value chain.

Proposed stories should show one or more of these principles in practice.

Applications are open from the 28th of June to the 15th of August 2022. There will be 50 selected applicants who will be granted access to The Lexicon’s Total Storytelling Lab. These 50 applicants will be asked to accept and sign a learning agreement and acceptance of participation document with which they agree to respect The Lexicon’s code of conduct.

The first part of the lab will take place online between August the 22nd and August the 26th and focus on training participants on the foundation of storytelling, supporting them to create a production plan, and aligning all of them around a shared vision.

Based on their motivation, quality of the story, geography, and participation in the online Lab, a selected group of participants will be gifted a GoPro camera offered to the program by GoPro For A Change. Participants who are selected to receive the GoPro camera will need to sign an acceptance and usage agreement.

The second part of the Storytelling Lab will consist of a production period in which each participant will be supported in the production of their own story. This period goes from August 26th to October 13th. Each participant will have the opportunity to access special mentorship from an international network of storytellers and seafood experts who will help them build their story. The Lexicon also provides editors, animators, and graphic designers to support participants with more technical skills.

The final deadline to submit the stories is the 14th of October. Participants will be able to both submit complete edited stories, or footage accompanied by a storyboard to be assembled by The Lexicon’s team.

All applicants who will exhibit conduct and behavior that is contrary to The Lexicon’s code of conduct will be automatically disqualified. This includes applicants proposing stories that openly discriminate against a social or ethnic group, advocate for a political group, incite violence against any group, or incite to commit crimes of any kind.

All submissions must be the entrant’s original work. Submissions must not infringe upon the trademark, copyright, moral rights, intellectual rights, or rights of privacy of any entity or person.

Participants will retain the copyrights to their work while also granting access to The Lexicon and the other partners of the initiative to share their contributions as part of A Greener Blue Global Storytelling Initiative.

If a potential selected applicant cannot be reached by the team of the Initiative within three (3) working days, using the contact information provided at the time of entry, or if the communication is returned as undeliverable, that potential participant shall forfeit.


Selected applicants will be granted access to an advanced Storytelling Lab taught and facilitated by Douglas Gayeton, award-winning storyteller and information architect, co-founder of The Lexicon. In this course, participants will learn new techniques that will improve their storytelling skills and be able to better communicate their work with a global audience. This skill includes (but is not limited to) how to build a production plan for a documentary, how to find and interact with subjects, and how to shoot a short documentary.

Twenty of the participants will receive a GoPro Hero 11 Digital Video and Audio Cameras by September 15, 2022. Additional participants may receive GoPro Digital Video and Audio Cameras to be announced at a later date. The recipients will be selected by advisors to the program and will be based on selection criteria (see below) on proposals by Storytelling Lab participants. The selections will keep in accordance with Lab criteria concerning geography, active participation in the Storytelling Lab and commitment to the creation of a story for the Initiative, a GoPro Camera to use to complete the storytelling lab and document their story. These recipients will be asked to sign an acceptance letter with terms of use and condition to receive the camera. 

The Lexicon provides video editors, graphic designers, and animators to support the participants to complete their stories.

The submitted stories will be showcased during international and local events, starting from the closing event of the International Year of Fisheries and Aquaculture 2022 in Rome, in January 2023. The authors of the stories will be credited and may be invited to join.

All selection criteria

Storytelling lab participation:

Applicants that will be granted access to the storytelling Lab will be evaluated based on the entries they provided in the online form, and in particular:

  • The completeness of their form
  • The relevance of their story (coherence with the main goal of the initiative and 10 principles)
  • Written motivation explained
  • Geography (the initiative aims at showcasing stories from all over the world so the mix of locations will be a factor that the selection committee will take into account)

Applications will be evaluated by a team of 4 judges from The Lexicon, GSSI and the team of IYAFA (Selection committee).

When selecting applications, the call promoters may request additional documentation or interviews both for the purpose of verifying compliance with eligibility requirements and to facilitate proposal evaluation.

Camera recipients:

Participants to the Storytelling Lab who will be given a GoPro camera will be selected based on:

  • Quality of the story (coherence with the initiative and the 10 principles)
  • Motivation demonstrated during the interaction in the online class
  • Participation in the online class (participants that will attend less than 4 classes will be automatically excluded)

The evaluation will be carried out by a team of 4 judges from The Lexicon, GSSI and the team of IYAFA (Selection committee).

Incidental expenses and all other costs and expenses which are not specifically listed in these Official Rules but which may be associated with the acceptance, receipt and use of the Storytelling Lab and the camera are solely the responsibility of the respective participants and are not covered by The Lexicon or any of the A Greener Blue partners.

All participants who receive a Camera are required to sign an agreement allowing GoPro for a Cause, The Lexicon and GSSI to utilize the films for A Greener Blue and their promotional purposes. All participants will be required to an agreement to upload their footage into the shared drive of The Lexicon and make the stories, films and images available for The Lexicon and the promoting partners of A Greener Blue.

Additional Limitations

Selection and distribution of the camera is non-transferable. No substitution or cash equivalent of the cameras is granted. The Lexicon and its respective partners and representatives are not responsible for any typographical or other errors in the offer or administration of the Initiative, including, but not limited to, errors in any printing or posting or the Official Rules, the selection and announcement of any selected participant, or the distribution of any equipment. Any attempt to damage the content or operation of this Initiative is unlawful and subject to possible legal action by The Lexicon. The Lexicon reserves the right to terminate, suspend or amend the Initiative, without notice, and for any reason, including, without limitation, if The Lexicon determines that the Lab cannot be conducted as planned or should a virus, bug, tampering or unauthorized intervention, technical failure or other cause beyond The Lexicon’s control corrupt the administration, security, fairness, integrity or proper play of the Contest. In the event any tampering or unauthorized intervention may have occurred, The Lexicon reserves the right to void suspect entries at issue.