November 1, 2014

Local food marketing campaign coming to Boulder

A marketing campaign coming to Boulder will focus on expanding local food options. A marketing campaign slated to begin in 2015 will take aim at spreading awareness of exactly how local food affects restaurants, consumers, local businesses and cooking schools in Colorado, among other things. The effort, which has come to be known as Making Local Food Work, first began in Boulder more than two years ago, according to The Daily Camera. Over the course of those years, those involved have gone about gaining the support of locals in positions in power and the community at large. Now, they’re preparing to mobilize those who sympathize with their cause, culminating in a full-scale marketing campaign which will start early next year.

Making Local Food Work
Among those involved in Making Local Food Work, The Daily Camera reports, are community leaders from multiple sectors including education and food production, as well as a diverse grouping of individuals with a passion for sustainability. The general belief outlined in their campaign is that consumers and producers of food can both be of great use to one another through the establishment of what Make Local Food Work refers to as a ‘virtuous cycle.’ Effectively, this cycle refers to the notion that increasing education surrounding locally sourced food will increase demand for it. By and by, increased demand for this local food will funnel more revenue into production of it, allowing for a constantly increasing market. In speaking with the Daily Camera, Ann Cooper, director of food services for the Boulder Valley School District, elaborated on this:

“It’s a chicken-and-egg problem. The more consumers we can get buying local food, the more producers will produce for the local market,” explained Cooper. “The more producers there are in the local market, the more consumers can buy local food.”

Mobilizing
One of the largest issues that Making Local Food Work has encountered throughout the last two years is gaining the financial backing to launch their campaign in Boulder. Recently, they’ve earned the support of several investors, which will be critical to their efforts when they launch in 2015. The Daily Camera has reported that the organization recently received a $5,000 stipend from the Boulder City Council which will be used as seed money. The Chef Ann Foundation, which advocates for increasing awareness of and accessibility to local produce (and, consequently, was founded by Ms. Cooper) is expected to make a contribution, as is the Boulder Valley School District. Making Local Food Work has not yet been recognized as its own nonprofit organization, so The Chef Ann Foundation is handling the group’s finances for the time being.

Other expansion
Making Local Food Work has already given birth to other forward thinking groups in the local food space. One such faction among them is 350 Colorado, which offers support to programs advocating for the continued development of local infrastructure. While it is not yet clear if 350 Colorado will be involved in the upcoming marketing campaign, the tracks are clearly being laid for a renaissance of locally sourced produce in Boulder.