Food Routes Network
Buy Fresh, Buy Local Campaign Identity and Activist Toolkits

The Problem
How do you give a national "brand" identity to the idea of buying local? And how do you give dozens of activists all over the country the tools they need to launch a sophisticated campaign that can compete with big business?

The Solution
"Buy Fresh, Buy Local," a campaign that uses a general look and tagline nationwide, but allows in its design the opportunity for communities to localize and "tailor" the campaign to their own local foods, landscape and specialties. The campaign is groundbreaking in its reliance on taste and freshness (making consumers hungry!) rather than a guilt or shame-based message. And the campaign is disseminated nationwide through the Buy Fresh, Buy Local Toolbox, a comprehensive package of materials (point of purchase cards, labels, ads, posters, talking points and text, novelties, brochures…) provided to local organizations on disc with clear instructions for use.

The Result
Buy Fresh, Buy Local is up and running with twelve organizations in seven states. Market attendance, sales and press attention are up and rising in every campaign.

Start your Buy Fresh, Buy Local campaign today. Visit www.foodroutes.org