Buy Fresh, Buy Local Campaign
The Community Alliance with Family Farmers (CAFF) wanted to increase public awareness along the California Central Coast of local family farms, the produce they grow, and new opportunities to purchase these products. Straus was asked to promote the introduction of a new “Buy Fresh, Buy Local” campaign and accompanying logo.
Since farmers rarely interact directly with consumers, we would create two public events to clearly draw the connections among the land, farmers, good food, and the marketplace.
The “Farm Fiesta” would attract participation of all ages and cultural backgrounds, and include traditional Hispanic foods and music. After creating a full media package positioning the campaign as a resource about organic and niche farming, we would identify unique farm products ripe for media exposure and developed preevent stories that appealed to journalists on food, environmental, and business beats. We would also identify major news hooks (grass-fed beef, the National Organic Rule, and the Oakland dockworkers strike), creating compelling stories that were on-message for the “Buy Fresh, Buy Local” campaign.
Coverage reached an estimated ten million people. Both events drew record numbers of attendees. Feature coverage was generated in all targeted media outlets, including local CBS and NBC affiliates, the San Jose Mercury News, San Francisco Chronicle, San Francisco Examiner, Santa Cruz Sentinel, and KSCO and KUSP radio stations. Many of the participating farmers consequently sold out of their product. The CAFF office received dozens of calls from regional farmers interested in participating in the new marketing program. Straus’s food and farming industry connections led to a benefit fundraiser at the prestigious San Francisco restaurant Acme Chophouse.