Healthy Harvest Of North Iowa

MODERNIZING IOWA'S FARM MARKETING: METRICS, SOCIAL MEDIA, AND CREATIVE CONTENT THROUGH COACHING MARKET MANAGERS AND VENDORS ALONG WITH BUILDING ONLINE PLATFORMS FOR THEIR MARKETS

THE NORTH IOWA GROW.EAT.PLAY (GEP) CAMPAIGN WAS LAUNCHED IN MARCH OF 2021. THE ORIGINAL GOAL WAS TO INCREASE THE DEMAND AND CONSUMPTION OF SPECIALTY CROP PRODUCTS THROUGH AN AWARENESS CAMPAIGN CRAFTED BY A COLLECTIVE OF FARMERS, CONSUMER ADVOCATES, AND HEALTHY HARVEST OF NORTH IOWA. THE INITIAL MARKETING PLAN AND MATERIALS ARE BEING WIDELY USED BY HEALTHY HARVEST, AND BY FARMERS IN OUR REGION, TO PROMOTE LOCAL PRODUCERS AND PRODUCTS. THE CAMPAIGN CONCEPT AND GRAPHIC COMPONENTS HAVE BEEN SHARED WITH AN ADJACENT REGION. THE GOAL OF THIS FMPP TURKEY MARKETING PROJECT IS TO REVIEW, REVISE AND EXPAND THE CAMPAIGN. WHILE A STRONG BASE HAS BEEN DEVELOPED, A CONCERTED EFFORT IS NEEDED TO MAINTAIN AND EXPAND OUR LOCAL FOOD MARKETING EFFORT TO REACH A WIDER, MORE INCLUSIVE, AUDIENCE. THE PROJECT WILL WORK WITH MALLORY DEVRIES, MARKETING SPECIALIST, WHO HAS EXPERIENCE PROMOTING LOCAL FOOD FARMERS, TO ANALYZE WHERE THERE HAS SUCCESSES AND WHERE THERE IS ROOM FOR IMPROVEMENT. WE KNOW THAT SMALL SCALE FARMERS, BEGINNING FARMERS AND FARMERS MARKETS IN UNDERSERVED COMMUNITIES NEED TO REACH BROADER AUDIENCES. THE PROJECT WILL CONSULT THESE STAKEHOLDERS TO ASSESS THEIR NEEDS AND FOCUS OUR EFFORTS. THEN AN UPDATED, MORE COMPREHENSIVE, REGIONAL MARKETING PLAN WILL BE DEVELOPED. LEYK HOUSE DESIGNS AND PROFESSIONAL PHOTOGRAPHER VIDEOGRAPHER WILL CREATE A SERIES OF HIGH QUALITY MARKETING GRAPHICS, SHORT VIDEOS, AND TEMPLATES FOR ONLINE AND PRINTED MATERIALS. THESE RESOURCES WILL BE SHARED WITH PRODUCERS FOR THEIR MARKETING EFFORTS AND USED BY HEALTHY HARVEST TO INCREASE DIRECT TO CONSUMERS SALES.

THIS GRANT SUPPORTS THE COSTS INCURRED TO IMPLEMENT MEASURES TO RESPOND TO THE NOVEL CORONAVIRUS 2019 (COVID-19), WHICH MAY INCLUDE WORKPLACE SAFETY, MARKET PIVOTS, RETROFITTING FACILITIES, TRANSPORTATION, WORKER HOUSING, AND MEDICAL EXPENSES. IT PROVIDES NEEDED RELIEF TO THE FOOD PROCESSORS, DISTRIBUTORS, FARMERS MARKETS, AND PRODUCERS FOR THEIR COSTS INCURRED BETWEEN JANUARY 27, 2020, THE DATE UPON WHICH THE PUBLIC HEALTH EMERGENCY WAS DECLARED BY THE U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICE (HHS) UNDER SECTION 319 OF THE PUBLIC HEALTH SERVICE ACT, AND DECEMBER 31, 2021. BENEFICIARIES INCLUDE THE EMPLOYEES OF THE FOOD PROCESSORS, DISTRIBUTORS, FARMERS MARKETS, AND PRODUCERS.