BACKGROUND ON THE "BUY FRESH,
BUY LOCAL" TOOLBOX
From the beginning, the "Buy Fresh, Buy Local" Toolbox has been a locally-initiated, grassroots project. It began when several members of FoodRoutes Network's Buy Local Initiative decided to pool their resources to develop a collective brand to promote sustainably produced, locally grown foods.
Our Challenge
We recognize that now is the time to get the message out to the public about the importance of buying local. Most consumers know that fresh food is better for them, but many make their decisions to buy mass-produced food out of misconceptions about convenience, cost-savings and even quality.
We also understand that competing with mainstream advertising is tough for community-based non profits. The local foods movement may never be able to afford the high-priced, glitzy approach to selling food. So, our group decided that we needed a strong effort to reach the public through grassroots organizing and local advertising that reminds them what they value most in food: taste, freshness and quality.
Building on this idea, FoodRoutes Network, along with Baton Rouge Economic & Agricultural Development Alliance, Community Alliance with Family Farmers, Pennsylvania Association for Sustainable Agriculture, Practical Farmer's of Iowa, and the WaltersGroup USA, contracted with Design for Social Impact to design campaign materials for their "Buy Local" efforts.
The Buy Local Brand
The end result of this collaboration is a robust, customizable toolbox for use in "Buy Local" campaigns across the U.S. This toolbox gives an overall "brand identity" to the idea of buying local, while also allowing for regional messages and individual creativity to assure a local flavor throughout local campaigns.
Our group chose the "Buy Fresh, Buy Local" name and design based on extensive market research in communities all over the country. Testing clearly showed that the campaign appeals both to our core constituents and to a new generation of consumers, who are drawn to "Buy Fresh, Buy Local" and associate the brand with FRESH, DELICIOUS FOOD.
Toolbox main page | Next: Why "Buy Fresh, Buy Local"?
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Are you ready to start your campaign? If so, purchasing the Toolbox is easy.
If you'd like to start your own "Buy Fresh, Buy Local" campaign, just click the "apply" button below to get started and download an application.
It was several members of the FoodRoutes Buy Local Initiative who, along with us, came up with the idea for the "Buy Fresh, Buy Local" campaign and the Toolbox.
To read more about our Buy Local Initiative and our partners, click here.
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