Broccoli City is spearheading a transformative movement in the DMV region and nationally. Founded on the principles of impact, innovation, and empowerment, Broccoli City stands as a beacon of change, redefining what it means to be cool and conscious in today’s urban communities. With this organization, founders Brand McEachern and Marcus Allen are on a mission to inspire a million actions for a sustainable future.
Redefining Cool
Every story has a beginning, and for Broccoli City, it all began with a vision to merge entertainment with environmental advocacy. In 2007, Greensboro, North Carolina, natives Brandon and Marcus started a streetwear company in Los Angeles named after their hometown’s nickname, Broccoli City; ‘broccoli’ was a reference for the word ‘green’ while ‘city’ was used to refer to ‘boro.’ In 2010, the pair hosted their first festival event in Los Angeles, California, called ‘Global Cooling,’ featuring performances from Kendrick Lamar, Dom Kennedy, and other artists. This event laid the foundation for the Broccoli City Festival, officially founded in Washington, D.C., in 2013, Marcus succinctly puts it: “Broccoli City creates large events and significant opportunities for people to gather information around living more healthy and sustainable, and we use live entertainment to do that.
At the heart of Broccoli City’s philosophy is the desire to redefine cool. “We want to change the perception of somebody being cool,” Marcus explains. It showcases that being health-conscious, environmentally aware, and community-oriented is the new cool. This mindset change is challenging yet rewarding as Broccoli City navigates the complexities of influencing behaviors and attitudes in an engaging and non-preachy way.
The Secret Sauce
What sets Broccoli City apart is its unique approach to messaging and engagement. “The secret sauce is not preaching,” Marcus shares, emphasizing the importance of relatability over preaching. Brandon adds, “People didn’t even know they were going to the festival on Earth Day.” By integrating healthy foods, environmental programming, and big names in hip-hop and R&B, they subtly introduce their audience to essential issues, proving that change can be both fun and impactful.
The journey from a clothing line to a cultural phenomenon was fueled by innovation and faith. The tipping point came in 2016 with the booking of artist Future, catapulting Broccoli City into the spotlight and proving that their innovative model could resonate on a large scale.
Embracing Transparency and Authenticity
Brandon and Marcus attribute much of their success to the transparency and authenticity at the core of Broccoli City. This approach has fostered a sense of community and allyship, allowing for open dialogue and feedback. “It’s about transparency and authenticity,” Brandon explains, highlighting the importance of giving their audience choices and recognizing their needs.
The Impact of Community and Sustainability
Beyond the festivals and events, Broccoli City is deeply committed to community and sustainability.
Marcus adds: “How do you continue to uplift a community for young entrepreneurs? We have developed an economy and ecosystem within our events, creating a small city. For us, that’s what sustainability also means: building up and sustaining each other.” As they continue to push the boundaries of what’s possible, their focus on empowering urban communities and fostering a sustainable future remains unwavering.
Looking to the Future
As Broccoli City looks to the future, innovation remains at the forefront. From reimagining the festival experience to exploring new genres and formats, the team is committed to staying ahead of the curve. “Innovation is allowing yourself to go into the uncharted,” Marcus reflects, emphasizing the importance of stepping out on faith and following one’s gut.
Broccoli City is more than a business; it’s a movement that challenges norms, inspires change, and empowers communities. Through their innovative approach, Brandon McEachern and Marcus Allen have created a platform that transcends entertainment, making an indelible mark on Washington, D.C., and beyond. As they continue redefining cool and advocating for a healthier, more sustainable world, Broccoli City is a testament to the power of creativity, community, and conviction in driving positive change.
