Fair Food week 2

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Fair Food Project Book &Style Guide F A R M T O F A M I L Y Fair Food Project Book &Style Guide

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Project Book week 2.

Transcript of Fair Food week 2

Page 1: Fair Food week 2

Fair FoodProject Book &Style Guide

F A R M

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1.0Introductions

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Construction Construction

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Construction Construction

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2.0Research

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Fair Food History: Fair Food was founded in 2001 by Philadelphia entrepreneur, Judy Wicks, to build a sustainable and humane local food economy by spreading the local purchasing practices of her restaurant, White Dog Cafe. White Dog Community Enterprises, the non-profit affiliate of the business, provided an institutional home and services to Fair Food until it spun off as an independent organization in 2009.

Fair Food started with the narrow focus of connecting farmers and chefs as a strategy for keeping more farmland in production, and now works with a broad range of buyers, as well as hundreds of producers, from the small-scale diversified farmer to midsize growers who supply colleges, hospitals, and other institutions.

Over the past ten years, Fair Food has built demand for local food across all sectors of the food system. Along with our partners in the field, our work has created a paradigm shift in the public’s perception about what we eat by shining a spotlight on the men and women who grow our food.

According to The Earthlab Foundation, Philadelphia is ranked fifth on the top ten list of green cities in the United States. These statistics were based on carbon footprints.

According to Scarborough Research, Philadelphia is ranked 28th out of the top 79 U.S. cities for organic, local food consumption habits.

Brand MissionDedicated to bringing locally grown food to the marketplace and to promoting a humane, sustainable agriculture system for the Greater Philadelphia region.

Brand Vision:

Connections, connections, connectionsTo continuously build new connections with consumers and providers to drive the demand for local, sustainable food in Philadelphia, and shift the public’s perception of sustainable living.

Fair Food started with a narrow focus of connecting farmers with chefs in Philadelphia region. Once connected with Buy Fresh Buy Local, they expanded their vision to connect a broad range of buyers with hundreds of producers.

Judy Wicks, founder of Fair Food, sees the future of Fair Food and the Philadelphia Sustainability program as promising. Her efforts and those of the organization, are focused on bringing more sustainable education to local schools and communities, as well as expanding their influence on producers, consumers, and providers within the 150 mile radius of Philadelphia that they are dedicated to providing sustainable connections too.

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What does Fair Food stand for? Fair Food stands for sustainable living. It is dedicated to connecting sustainable farmers with sustainable retailers, and sustainable retailers with consumers.

Key Tenets: The personality of Fair FoodSustainable

Responsible

Dedicated

Supportive

What is the moral character of Fair Food?Fair Food is a non-profit organization established to protect animals, nature, family farms, and healthy food. It values setting positive examples for alternatives to factory farms that pollute the environment, are cruel to animals, and endangers consumer health by using potentially harmful chemicals and anti-biotics.

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How is Fair Food positioned in the marketplace?Fair Food is an alternative supplier of local, sustainable food connections within 150 mile radius of Philadelphia. It is known as a non-profit organization dedicated to connecting local farmers with retailers and providers.

How is Fair Food positioned in the consumers mind?Fair Food is seen as an alternative supplier of local, sustainable food products with a food booth in the Reading Terminal, Philadelphia. Consumers can shop the food stand for locally grown produce and meat.

More educated consumers, will also know the organization as a partner of Buy Fresh Buy Local, and PASA.

What makes Fair Food Different?Fair Food connects families to local food suppliers—farm to family.

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Who is the Target Audience for Fair Food Products and Services?Fair Food’s target audience is Philadelphia area retailors who are looking for local food choices, and local consumers who are looking for sustainable markets, restaurants, and retailors in their neighborhoods.

What Would The Average Fair Food Enthusiast Look Like? Target consumers will be 18-65, live within a 150 mile radius of Philadelphia, be familiar with the sustainable living movement, be concerned about their health and lifestyle, and have an active interest in their community.

They may have an interest in gardening, organic living, dining out, volunteerism, entrepreneurism, fair-trade retailers, local politics, environmental issues, activist groups, animal-rights groups, community service, private education, city programs, and cooking.

What other groups are affiliated?Becoming a member/supporter of Fair Food automatically affiliates users with PASA and Buy Fresh Buy Local.

Supporters may also be members of the Learning Market—Association for Corporate Growth of Philadelphia, National Association of Independent Schools (NAIS), Philadelphia Business Association, Philadelphia Living, or Greater Philadelphia Chamber of Commerce.

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What other services does Fair Food offer?

Fair Food offers members’ consultation services, networking opportunities, an online Wholesale Guide, workshops, and a subscription to their publication, Local Food Guide Philadelphia, which is relative to both consumers and retailers.

But, beyond services that members benefit from, they also gain exposure, support, and quality.

Exposure—Fair Food members are featured in Fair Foods publication, on their Web site, and at networking events. This brings them closer to both fellow organizations in the Philadelphia area and consumers that are interested in eating local delicacies.

Support—Networking events and consultation services are dedicating to helping members succeed.

Quality—Fair Food links consumers and retailors with local, healthy, quality food providers that are members of PASA.

How does Fair Food Retain members?

Being a member of Fair Food means offering healthy, local foods to consumers. Retailers that believe in only offering the best for their clientele will have a loyalty to Fair Foods mission—they share the same values.

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Competitive LandscapeLarge regional supermarket chains: Acme, Super Fresh, and Trader Joes.

Corner markets in Philadelphia neighborhoods.

Popular chain restaurants: Maggiano’s Little Italy, Ruby Tuesday, The Capitol Griile, and the like.

Aramark—A large food provider in the Philadelphia region that supplies local food retailors customized food service solutions.

What Makes Fair Food Different from the

competition?Fair Food offers food providers local, healthy food alternatives that are becoming highly desired as healthier living standards continue to gain popularity throughout the city. It connects retailers and consumers to local farmers, one another, and exhibits the perception of quality verses the competitors perception of price, and pre-packed feasibility.

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Strengths

Partners with PASA/Buy Fresh Buy Local

Established member list

Established brand

Founder, Judy Wicks is well known in the community and has good standing

Popular and heavily trafficked location in Reading Terminal

Popular food market, Whole Foods is a member

Annual growth for area events and annual conference

Opportunities

Sustainable living is growing in popularity

Private schools are strong supporters of community gardens, sus-tainable living, and volunteer programs related to PASA and Fair Food

Annual Fair Food convention grows in attendance each year

Membership list contains some highly influence companies and businesses.

Threats

The current recession

Aramark’s growing sales force

New government policies threaten the farming industry

Developers buying out local farms

Rising gas prices have people once again on guard

Weaknesses

Aramark is a strong competitor

Fair Food restaurants and retailers are centralized in pockets scat-tered throughout the city

Disjointed branding

Decreased community garden interest

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3.0Process

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BoardsMoodFair Food• Process •

Neutral Inspiration

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BoardsColor Inspiration

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Sweet Rewards

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typographyexplorationPhilly Flavor Pride National Code Pi std

Fair Food is proud to bring farm freshness to your table. Gil Sands Regular

Straight from the farm to your family's table, Fair Food is dedicated to connecting you to only the freshest, most sustainable choices the region offers. Gil Sands Light

Celebrating The Flavor Of Local

Food Pepita MT std

Taste to get excited about! Gil Sands Light

Fair Food celebrates local flavors everyday by promising to serve your family only the freshest, sustainable choices from the Philadelphia region. Gil Sands Light

Wholesome On A Mission. Script MT std

Philadelphians, march on. Gil Sands Regular

Wholesome. Sustainable. Healthy. These are just a few of the qualities Fair Food looks for in their selections of local, Philadelphia produce, meats, dairy, and grains. It’s wholesome on a mission—and you’re invited to join the cause. Gil Sands Light

You Are What You Eat Helvetica Regular

So, eat healthy. Helvetica Light

The old saying, “you are what eat” still stands true. Take the Fair Food healthy living, two week challenge, and see for yourself how much stronger your body feels. helevtica Ultra Light

Sowing Organic Philly Flavor Kepler std Medium Extended Subhead

Straight from the farm to your table Kepler Light Subhead

Serving your family fresh, sustainable choices isn’t as hard—or expensive—as you think. Fair Food is dedicated to connecting your family with local farmers in the Philadelphia area. And, you won’t believe how close Fair Food retailors are! Kepler Medium Display

Farmerly Love, ITC Usherwood std Book

From our feilds to your table. Usherwood Book

While your protecting your fellow brother we’re looking out for you. We’re dedicated to offering you only the freshest, most sustainable foods for your family. Take the Fair Food healthy living, two week challenge and see for yourself how much stronger your body feels. Usherwood Book

Philly Pharm Phresh Mailart Rubberstamp

Everyday. Promise. Mailart rubberstamp

Wholesome. Sustainable. Healthy. These are just a few of the qualities Fair Food looks for in its selections of local, Philadelphia produce, meats, dairy, and grains. We promise farm freshness—everyday. Kepler Light

Strengthen Your Community, Harrington Regular

support sustainable farmers by choosing local. Harrington Regular

You can help strengthen your community by supporting local farmers. Choose local food. There’s more locations and options than you think. Kepler Light

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LogosLogosFAIR FOODFair Food

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Original Re-Branded

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4.0Style Guide

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Web Font:Arial Regular—standard Web font

Web Accent Font: Pepita MT std

Headline Font:

Celebrating The Flavor

Of Local Food

Pepita MT std

Tagline Font: Mailart Rubberstamp

Subhead Font:Taste to get excited about! Kepler Light Subhead

Bodycopy Font:

Fair Food celebrates local flavors everyday by promising to serve your family only the freshest, sustainable choices from the Philadelphia region. Kepler Light

FAIR FOODfarm to family FAIR FOOD

farm to family

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5.0Final Designs

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