Know Your Michigan Farmers, Know Your Michigan Food

Connecting Rural Farmers to Urban Consumers

The Situation

As the need and demand for local, sustainably grown food increases in Michigan, there is a growing opportunity for small to mid-sized farmers in Southeast Michigan to market their produce to diverse and untapped urban consumer markets, such as metro Detroit.

The Opportunity

Inform small and mid-sized farmers in Southeast Michigan about urban market opportunities while informing residents of Detroit about places to access locally grown produce. The goals:

• Create new sales opportunities for small to mid-sized farmers in Michigan.
• Increase the availability of healthy, fresh fruits and vegetables, particularly to low-income families.
• Raise awareness of where food is grown.

Bridging the Gap

Fair Food Network designed a comprehensive communications plan to connect rural farmers to urban residents.

With the development of an extensive database of Southeast Michigan farmers, urban consumers, community groups, local policy makers, and leadership institutions, and the creation and dissemination of a brochure as a message vehicle, Fair Food Network was able to inform leaders and citizens alike about new food opportunities.

Our communications effort opened doors all over Michigan and Washington, D.C. and enhanced the launch of our Double Up Food Bucks program, the largest double value coupon project in the country. The enthusiasm our work has generated has given us a positive signal about the success of our efforts.