Assignment #4

Luke Kincaid
TJ Boeschen
Katie Kulper
Tara Barrick
Kevin Lee

PART I: The largest problem area related to wider food politics or food industry that we have discovered is the large disconnect between the consumer and the producer. Samuel Fromartz uncovers the truth that often food usually travels between 1,500 and 2,500 miles before getting to the consumer in the grocery aisle (Fromartz 71). Also, farmers markets, like those held at co-ops like Poeples, are an alternative means for farmers to connect with their consumer rather than selling to a wholesaler or distribution center that causes an even larger disconnect and broken trail between the consumer and the producer (Fromartz 87).

PART II: It is the focus of People’s food Co-op to bring the community together and focus on the local aspects of food and food production while eliminating agro-business, establishing relationships in the community, and providing a wholesome place to shop. People’s website states that, “Cooperatives are based on the values of self-help, responsibility, democracy, equality, equity, and solidarity.” It continues, “In the tradition of their founders, cooperative members believe in the ethical values of honesty openness social responsibility and caring for others.“ In an attempt to increase its market and community involvement, People’s is considering expansion or diversification of its products, possibly including a deli, or community kitchen that would increase People’s connection with the community in which it operates.

PART III: The strategy for overcoming the disconnect between the consumer and the producer will be achieved in the following ways:Methodology: collecting information regarding farmers that People’s does business with, visiting the farms, conducting genuine interviews that highlight the human interaction with the product, and using photographs to create a human connection in the store.Theories: we feel that based on what we know the customer will be drawn to the marketing materials that will highlight the human features of the products available at People’s based on the connection with the farmer.Timeline/Responsibilities:Week 1 (ending 02/16): contact farmers regarding interview and farm visitsWeek 2 (ending 02/23): conduct on-site interviewsWeek 3 (ending 03/01): continue on-site interviews, analyze and compile dataWeek 4 (ending 03/08): begin profile write-ups and marketing materials including posters and maps.Week 5 (ending 03/15): complete materials and prepare final product using produced materials and multimedia presentation.Kevin: Interviewing / ProfilingLuke: Maps of farms / PowerpointTJ: Photography / Overview WriteupKatie: Digital / Graphic Design ElementTara: Digital / Graphic Design ElementPresentation: The final presentation will include images of the marketing materials we have produced, an explanation of the profiling process, and the final information and profiles that we developed and how it will help People’s marketing campaign in the future.Final Product: profile write-ups, marketing posters including photographs and farmer information, and map.

Part IV: For my personal participation in this group marketing project I will partake in all the interviewing process of the farmers and will be in charge of creating a powerpoint and writing the presentation which will be presented in front of the class.

Part V: Within this project, we are practicing important skills which are goals within the capstone such as critical thinking, communication, ethics and the diversity of human experience. We have used critical thinking to analyze potential problem solving areas for People’s marketing as well as finding the best way to use marketing materials within the store. We used communication in the interviewing of the farmers, writing of the profiles and the presenting of our materials to People’s and the class.