client objectives
As part of their participation in the Green Living Show’s Farm Fresh Fare, The Ontario Ministry of Agriculture, Food and Rural Affairs were looking to increase awareness of local food and to encourage consumers to make local and sustainable food a part of their daily lives.
execution
A printed take-away was made available to every visitor, providing insight into the Farm Fresh Fare exhibitors’ stories, including details about their products, how to incorporate them into their year-round eating habits, and where to find them locally throughout the year. This book included mouth-watering custom food photography of the dishes that were sampled at the Farm Fresh Fare exhibit along with recipes for each written in a way that encouraged the consumer to make them at home. In addition, articles explaining the benefits of local food and a comprehensive directory of restaurants, producers and retailers were included.
results
42,000 food tickets were sold during the three days of the show and interested consumers took over 5,000 of the Farm Fresh Fare directories. 2010 survey results indicate that 60% of show attendees are likely to talk to family about choosing local foods in the next six months; 41% visitors reported likelihood to purchase more Ontario foods; and 26% of visitors report an increased awareness of local Ontario foods. Results for 2011 program are pending.
