South Wedge Farmers’ Market

Mary CiesinskiColin DempseyChris Fanning

Vendors of the South Wedge Farmers’ Market

Vendors of the South Wedge Farmers’ Market

What will be discussed • Mission

• Core Principles

• Who they serve

• Social justice issues addressed

• Our responsibilities

• Our service project

• Samples of our work

• Our vision & plan in relation to Graham

• Issues and how they were addressed

Mission• Provide city residents with access to fresh, locally produced

foods...

• Raise awareness around food production and distribution …

• Enhance the economic viability of the South Wedge and surrounding neighborhoods...

• Support local economies …

• Build community…

• Directly and indirectly promote health and healthy choices for residents…

Core Principles• Flavor

– Fresh food is glorious • Health

– We are what we eat• Environment

– Eliminate huge amounts of energy and pollution

• Community– Community revitalization

• Economy– Retaining our community’s

wealth • Safety

– The stability and integrity of foods

• Citizenship– Work to develop

alternatives

Who does the market serve?• Rochester residents

• Environmentally conscious

• Organically motivated

• Lack in attracting locals

Social justice issue address• Healthy, local eating

• Sustainability in Rochester – Supporting local farmers

• Promoting community involvement

Service Project

• South Wedge Scholarship– Supporting low-income families

• Access to healthy food• Community atmosphere

– Scholarship itself• Developed contacts• Received funds• Set-up system

Products Produced• Excel spreadsheet of local businesses

• Donation letter

• Label creation

• South Wedge Farmers’ Market - $1.00 creation

• Contact with Highland Family Medical Center

• Contact with families of low-income status

• SWFM creation of brochure for families

Excel spreadsheet of local businesses• Explanation

– Contact information of South Wedge businesses

• Benefits– Ease of contact– Long-term benefits

• Issues– Supervisor familiarity

Business Name Address City State Zip Phone

Beale Street Café 689 South Avenue Rochester NY 14620 (585) 271-4650

Beale Street Café 1930 Empire Blvd Webster NY 14580 (585) 216-1070

Boulder Coffee Co. 100 Alexander Street Rochester NY 14620 (585) 454-7140

Caverly's Irish Pub 741 South Ave Rochester NY 14620 (585) 278-1289

Fax E-mail Website

(585) 271-0270   http://www.bealestreetcafe.com/

(585) 216-1054   http://www.bealestreetcafe.com/

  bouldercoffee@gmail.com http://bouldercoffeeco.com/

    http://rocwiki.org/Caverly's_Irish_Pub

Contact_First_Name Contact_Last_Name Contact_Position Category

      Restaurants, Bakeries & Libations

      Restaurants, Bakeries & Libations

Lyjha Wilton Owner Restaurants, Bakeries & Libations

      Restaurants, Bakeries & Libations

Excel spreadsheet – contacts sample

Donation letter• Explanation

– Letter to SW businesses• Asking for financial support in scholarship program

• Benefits– Ability to use year after year– Can update for different program

• Referencing Graham– “Tighten the focus of your plan by breaking down each goal into smaller and

more specific parts” (p. 67).

• Issues– Time available for supervisor to update

Label creation• Explanation

– Used to seal letters

• Benefits– Eliminated cost of envelopes– Decoration

• Issues– Size – Creativity

South Wedge Farmers’ Market - $1.00 coupon

• Explanation– Given to families to use as regular money

• Pay vendors in cash at end of market

• Benefits– Families had to use to coupons– Vendors took to it very well

• Issues– No variety– Connecting with vendors

SWFM - $1.00 coupon

Contact with Highland Family Medical Center• Explanation

– Contact with:• Assistant Professor of Family Medicine @ Highland Family Medicine

• Benefits– Able to pin-point families– Creation of questionnaire

• Referencing Graham– “How to Build Trust: Competence, Accountability, Honesty,

Respect, Caring” (p. 39).

• Issues– Loss of family contacts– Timeliness– Conflict of schedules

Contact with families of low-income status• Explanation

– Calling family– Explaining location of the market

• Benefits– Personal connection

• Referencing Graham– “The most powerful tool for building trust is caring for other

people and for their situations” (p. 39).

• Issues– Not connecting

• Phone conversation• The market itself

South Wedge Farmers’ Market Brochure • Explanation

– Guide for families– Informative

• Contacts & map • Mission & Core Principals

• Benefits– More familiarity with market

• Issues– Distribution to families

SWFM Brochure

SWFM Brochure

To sum it up…• Major Contributions

– Long term “business” materials for the South Wedge Scholarship’s future

– Connection of South Wedge to…• Local businesses• Highland Medical Center

• Personal Insights– Business approach needed– Importance of personal connection

Student connection with site supervisor

• Explanation– Getting settled at the SWFM

• Benefits – Establishing contacts

• What is Service-Learning, How can it be applied to the SWFM• Getting comfortable at SWFM

• Referencing Graham– The Importance of Building Trust

• Competence, accountability, being personal

Donation letter delivery• Explanation

– Distributed donation letter to local businesses– Explained SW scholarship to business owners

• Benefits – Alerted public to SW scholarship– Made personal contact with businesses

• Issues – The Heavens poured down on SWFM

Donation letter follow-up• Explanation

– Calling and e-mailing businesses regarding letter

• Benefits– Allowed me to extend more personality into what we were

asking for

• Referencing Graham– Reach people’s hearts while you convince their heads

• Issues– Getting a hold of the right people– False addresses– Time constraints

Market Involvement• Explanation

– Set up to take down

• Benefits– Familiar face– Observing routines– Micro community building

• Referencing Graham– Being active, doing small favors, reaching

out beyond regular circle, etc.

To sum it up…

• Major Contributions– Set up contacts– Assisted in distribution of letters– Donation management– Market Assistance

• Personal insight• “The most powerful tool for building trust is caring for

other people and for their situation” (Graham, 39)

A Glimpse of the Wedge

Outlining video production

• Planning video shoot at market– Outlining what was going to be in the video

• Allows for more organized shoot– Talking to Chris about what was on video– Ability to make changes where necessary

• Referencing Graham– “At this stage you don’t need to become an expert, but you do need

to learn enough about your problem to know what you might be getting into.”

• How can we help gain exposure for market?

Video Shoot• Explanation

– Actual video shoot at market

• Using footage from market allows for…– A better feel for the “atmosphere at market”– A better marketing “tool”

• Referencing Graham– “Whatever project you decide on should make good use

of who you are.”

• Issues– Weather, equipment, public disclosures

Video Editing• Explanation

– Post production work– Behind the scenes

• How it works– Use of Final Cut Pro– Editing scenes together logically– Add digital effects

• Referencing Graham– “All media act like megaphones: they amplify your message and get

it to lots of people at once.”

• Issues– Need to make short and concise, logically laid out for viewer

To sum it up…

• Major Contributions– A short video production to be used on website– Increases interactivity on website– Used as a marketing tool

• Personal Insights– Everyone brings something to the table when

helping with a cause, it’s just a matter of how they chose to use their strengths.

Overall Issues

• Contact

• Time constraints

• Availability of resources

Major Contributions• Created project that could not be completed any

other way– South Wedge Scholarship

• Assisting with the market itself– Assisted with set-up, the running of the market, and

clean-up

• Visual media – Will be placed on website as an advertisement tool

Personal Insights• Mary

– Business approach needed– Importance of personal connection

• Chris– “The most powerful tool for building trust is caring for

other people and for their situation” (Graham, 39)

• Colin– Everyone brings something to the table when helping

with a cause, it’s just a matter of how they chose to use their strengths.

Thank you

Any questions?