Fair Food Project Book &Style Guide
Project Book &Style Guide
Fair Food
F A R M T O F A M I L Y
Introductions
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Research
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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 Mission Dedicated 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, connections To 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 Food Sustainable 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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What makes Fair Food Different? Fair Food connects families to local food suppliers—farm to family.
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.
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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.
How does Fair Food Retain members?
Quality—Fair Food links consumers and retailors with local, healthy, quality food providers that are members of PASA.
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 Landscape Large 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
Weaknesses Aramark is a strong competitor Fair Food restaurants and retailers are centralized in pockets scattered throughout the city Disjointed branding Decreased community garden interest
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, sustainable 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
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Process
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Mood Boards
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Color Inspiration
Mood Boards Fair Food• Process Research••
color color Sophisticated Harvest
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Cool Harvest
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typography exploration Philly 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.
Farmerly Love,
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From our feilds to your table.
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.
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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.
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.
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You Are What You Eat Helvetica Regular So, eat healthy.
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Sowing Organic Philly Flavor
Everyday. Promise.
Straight from the farm to your table
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Strengthen Your Community,
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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.
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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
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Preliminary Construction Construction Ideas Fair Food• Process •
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Style Guide
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Headline Font: Celebrating The Flavor Of Local Food Pepita MT std
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Subhead Font: Taste to get excited about! Kepler Light Subhead
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Fair Food celebrates local flavors everyday by promising to serve your family only the freshest, sustainable choices from the Philadelphia region. Kepler Light
Tagline Font: Mailart Rubberstamp
Web Font: Arial Regular—standard Web font
Web Accent Font: Pepita MT std
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Final Designs
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