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Renewed Gleaning: A Fulton Street Farmers Market Program - Branding and Marketing
The Fulton Street Market and Heartside Gleaning Initiative
The Fulton Street Market and Heartside Gleaning Initiative
The Fulton Street Farmers Market connects farmers, food creators, and artists to West Michigan community members. The Market hosts an assortment of events and produce like fruit, vegetables, meats, dairy, hand-crafted food items, and unique artisan products year-round at outdoor booths.
For years, the Heartside Gleaning Initiative has gleaned unwanted produce from the vendors at the Fulton Street Market and distributed it for free to the members of the community. Their efforts have significantly improved the access to fresh, local produce for those who previously could not afford it.
Now, the Heartside Gleaning Initiative has focused its efforts on other projects, so the Fulton Street Market has decided to absorb the gleaning program that Heartside Gleaning has held at the market in past years.
Photo by Peter Wendt on Unsplash
Photo by Zoe Schaeffer on Unsplash
Our Mission
Our Mission
Our group has been working on the rebranding and marketing of the absorbed gleaning program at the Fulton Street Market. It is our goal to rename the program, access means of spreading news and information, and showcase what effective advertisements or event calendars may look like to encompass the mission of the updated gleaning program.
Proposed Name
Proposed Name
The proposed name we have selected is "Fulton Street Food Recovery." We feel as though this name captures what the gleaning program is about as well as separates the new gleaning program from the current program.
Prototypes
Prototypes
Prototype Social Media Post
Prototype Social Media Post
Made by Julia Curtis
It would be wise for the Market to advertise the rebranding in a positive way, using social media. To do this, we decided they should use many different kinds of social media platforms, like Facebook, Instagram, Tik Tok, Twitter, and maybe even Youtube, Snapchat, or LinkedIn.
The use of multiple different platforms will help reach different crowds of people/organizations who may be interested in becoming a stakeholder, vendor, artisan, or volunteer at the Market.
Of course it would also be important to use other types of advertisement like the website, email, surveys, word of mouth, newsletters, signs, fliers, posters, events, and maybe even billboards to advertise the new Market name, goals, and events displayed in the event calendar.
Prototype Event Calendar
Prototype Event Calendar
Made by Megan Nichols
Currently, the Fulton Street Market has very few events held for gleaning. Our goal is to increase awareness and improve community relationships through new events.
The first event we would like to put in place is a second gleaning pickup day. The Fulton Street Market serves a diverse group of people so it is important to offer more than one time for gleaning pickup. We suggest having this second pickup day on Wednesdays from 6 pm-8 pm. In order to increase the amount of gleaned food available for the second pickup day, we also suggest a time reserved for gleaning at local farms the morning of.
A common problem that has been observed at the Fulton Street Market, which we would like to address in the form of an event, is the community is often unsure of how to cook the produce that is available. A solution to this problem is to create virtual cooking classes. Each week a new video, demonstrating how to prep and cook the produce, will be uploaded to the Fulton Street Market website.
It is important for the community to know and feel comfortable expressing their opinions with the board that serves it. One strategy to accomplish this is an event called coffee with the board. The goal of this event is to sit down with stakeholders to inform them of future plans and listen to their feedback and concerns. To encourage high attendance, refreshments are served, and childcare is available free of charge. We suggest that this event occurs on the first Saturday of every month.
Prof. Crystal Scott-Tunstall
Noelle Holth, Megan Nichols, Isabel Stein, Julia Curtis
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