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/
[email protected] 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?