Increasing Food Donations to Local Communities from Farmers in California
Opportunity
NST was tapped by the California Association of Food Banks to bridge the gap between farmers and individuals in need by increasing the donations of fresh fruits and vegetables from farmers for those suffering from food scarcity.
Approach
First, NST conducted qualitative research through 17 interviews with current, past, and potential donors of the Food Bank to identify motivators. Research showed a desire to make a difference in local communities where farmers lived, and that peer-to-peer strategy was likely to be persuasive, as farmers wanted to know who else in their community donated.
Building upon this research, NST developed a year-round public relations effort focused on media outreach, which included naming Dec. 16, 2015, Farm to Food Bank Day, and celebrated the occasion with a press conference with the California Department of Food and Agriculture. With the research identifying how best to persuade farmers to increase donations to food banks, the press conference was held in the agricultural city of Fresno and featured current donors who could appeal to their fellow farmers on a peer-to-peer level.
Results
media outlets attended the press conference including Secretary Ross
positive news stories in local and trade media outlets
impressions from broadcast, local and trade print outlets
More than 152 million pounds of food was donated in 2015
Services Provided
Media Relations, Research, Press Conference Event Planning, Community Outreach