– Connecting Farmers & Food Banks –
Challenge: In the summer of 2008, the California Association of Food Banks (CAFB) and the California Department of Food and Agriculture (CDFA) hired KRC to create two informational videos to promote their innovative Farm to Family program – a program that connects California’s growers and packers with food banks around the state to deliver fresh, nutritious fruits and vegetables to families in need. The videos needed to appeal to two distinctly different audiences and would serve to increase the capacity of the program by soliciting more participation from growers and packers and increased funding.
Approach: From the first script to the final cut, the KRC team, in partnership with our partner Ludlow Media Solutions, produced two award-winning promotional videos to raise awareness about the Farm to Family program amongst farmers, policymakers, funders and consumers. Our team developed and managed the project timeline, created scripts, devised interview questions, booked and coordinated a detailed shoot schedule that spanned from Orange County and Los Angeles to Fresno and the Bay Area, conducted interviews and managed the pre- and post-production process.
Results: Over the last six years, the Farm to Family program has experienced significant growth. Increased participation from California farmers, policymakers and the general public has helped the Farm to Family program grow its annual food distribution by roughly 37 million pounds since the development of the Farm to Family videos. In 2009, the Farm to Family video aimed at policymakers, funders and the general public received the American Videographers Association (AVA) Gold Award for Excellence in Nonprofit Videography. Our team had a great time helping the CAFB and CDFA “tell their story” about this important community program that addresses the needs of the reported five million Californians who are unable to afford the nutritious food they need. NOTE: We were also hired to develop a new logo for CAFB, which can be seen above.
CAFB Farm to Family Food Bank Video: