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Local Farms

Fresh Food

Healthy People

Resilient Communities

Let’s Talk about LOCAL FOOD Rutland Area Farm and Food Link


RAFFL

Mission To inspire and expand participation in the region’s agricultural economy

Local Farms

Fresh Food

Healthy People

Resilient Communities


RAFFL

What we do.

• Support Farmers • Summer workshops & social events • Farm-to-Buyer matchmaking • New market development • Grow a Row Food Access Program • Gleanings • Food rescue at farmers markets • Build Community Awareness & Support • Locally Grown Guide • Everyday Chef • Twilight in the Meadow & other events

Local Farms

Fresh Food

Healthy People

Resilient Communities


RAFFL

It’s bigger than us.

We’re plugged into the local, regional, statewide, and national conversations about food systems. Our role is to make sure the voices of Rutland-region farmers and community members are heard. ●

Working Landscape efforts

Farm to Plate Network

Regional Food Centers Network

Good Food Network, etc.

Local Farms

Fresh Food

Healthy People

Resilient Communities


So, let’s talk about

LOCAL

FOOD


…or I should say

FOOD SYSTEMS


RAFFL

Effective framing is key.

Framing – the way a story is told For effective framing, you must understand how the public is thinking about your issue AND how this is different from how you think about this issue.


RAFFL

People tend to think about food in two ways.

CONSUMERISM • Small picture • Shopping, cooking, eating • Focus on individual actions & choices  Costs and Availability

MODERNISM • Industrialized – nothing to do with natural world • Clean, efficient, regulated, convenient, sanitary, safe • Small farms / local foods as backwards  Industrialization is progress & inevitable


RAFFL

Isolated messaging limits solutions. Environment Agriculture

BUY LOCAL

cy i l Po

Economy

$$$

Watersheds

Rural development

Health

Social Justice

FOOD SYSTEM se u rgy e En

Food access y g o l o hn c e & security t o i B Nutrition


RAFFL

Time for a reframe.

1. No jargon without explanations 2. “Myth busters” don’t work 3. Use practical, approachable, common sense words 4. Provide success stories 5. Give meaningful, tangible ways that people can get involved 6. Appeal to values 7. Link small issues to the big picture


Everything should be made as simple as possible. But not simpler. - Albert Einstein


RAFFL

Get people to dig deeper.

Consumerism messaging will make someone ask, “Should I buy this broccoli for dinner?” Better messaging will make someone ask, “HOW and WHERE was this broccoli grown???” From the Frameworks Institute : www.frameworksinstitute.org


RAFFL

Everybody eats... Get involved.

We want to build a food system that improves our economy, honors and enhances our connection to the land, and is healthy for us. - Vermont Farm to Plate


RAFFL

Resources.

Frameworks Institute www.frameworksinstitute.org Davey Strategies – Lynn Davey http://daveystrategies.wordpress.com Vermont Sustainable Jobs Fund & Farm to Plate www.vsjf.org

RUTLAND AREA FARM AND FOOD LINK www.rutlandfarmandfood.org

Communicating Food Systems Powerpoint  

Presentation given by Kristin K. Smith for RAFFL at 2012 SolarFest. Designed by Kristin K. Smith