As designs are coming in they are leaning too far toward contemporary. Rustic, authentic, modern, yet still clean are concepts that might be helpful.
It's important NOT to use a tractor or a truck. No tropical produce. We're located in the Pacific Northwest. We love the idea of conveying a farmstand but can't have it appear too detailed or too rustic/not too western. We like the idea of something clever, but also need to be very professional. We work with a lot of chefs -- think flat brim hats, tattoos -- they care very much about the source of their food. We also work with kitchen managers at low income child care centers and at big hospitals. Farmers are our customers as well.
We're very attracted to logos with use of negative space
Of course, the general public is an audience but the most interested people in Farmstand Local Foods will be those trying to build the local food economy – nonprofit organizations, government officials, food businesses and others. Our main goal is to reach two main customers: Farmers who will be selling their products through Farmstand Local Foods; and chefs and kitchen managers who will be ordering products through Farmstand Local Foods. Please note, our buyers will be people who typically buy wholesale products; not individual consumers.
• It’s easy for businesses and institutions to “buy local food from local farms” with an online marketplace and streamlined payment options – one order, one invoice, one delivery from many farms;
• The shared marketing and infrastructure increases access for small farms to buyers thereby increasing sales, reducing cost and waste and decreasing carbon footprint (three vehicles: 2 of which run on biodiesl and one is all electric 1954 converted GMC);
• Farms own their product through supply chain. Production methods are transparent and food is traceable back to the farm;
• Forward contracting between buyers and farmers is encouraged and supported;
• We’re working with farmers on the urban fringe – within 30 miles of the city;
• Farms develop and maintain direct customer relationships, negotiate prices and nurture business growth for their farms;
• Farms can post products with different pricing for individual consumers without everyone else seeing those negotiated prices;
• Food is fresher than any wholesale distributor’s offerings as produce is harvested within hours of aggregation and delivery;
• Access to the highest quality, sustainably produced food is improved; buyers include: restaurants, corporate food service, grocery stores, hospitals, low income preschools and senior centers.
Why is this different?
To be able to procure local seasonal product prior to the hub, business customers have to find the farms and deal individually with each farmer on deliveries, billing and irregularity which was extremely time consuming, expensive and cumbersome making the barrier to entry for selling local product direct to commercial and institutional buyers very high.
• FLF is the most local food provider in the greater Seattle metropolitan area
• We work with small scale and sustainable farms only
• Most of the farms that we work with are in a three valley area (most within less than 30 miles of the metropolitan area (although we may source some stone fruit from farther away)
• Education-based marketing
• Relationship-based services
• A new way of thinking about sourcing food
• Farmsteading/small farm stand feel
• Modern, yet rustic feel
• Carbon consciousness
• Youthful energy
• Textural qualities of natural organic materials: wood grains, soil, plants, etc.
• The connection to lasting and committed relationships between farmer and consumer (the chef)
• Work with chefs who want the freshest product to feature on their cutting edge seasonal menus
• Chefs can easily visit these farms on their own or as part of our farm tours
• We work with hot new restaurants, institutions (hospitals and universities), catering companies, cooperative grocery stores, and childcare centers