PSA – Attracting New Eaters to the Gallatin Valley’s Own Food

Hi, the name’s Matt Broughton. And I’m trying to figure out ways to feed MORE people … like you, living in Bozemanand the surrounding area.  I’m a first generation soil life encouragement artist … but you might call me a farmer.

When I’m not out composting, or harvesting eggs and vegetables, I’m working with the Gallatin Valley Food Bank, which now takes in lettuce, radishes, carrots, beets, chard and other vegetables that farmers donate.  The food bank makes all of this available every week ofMontana’s growing season.

This is a great option if you’re having trouble affording or accessing fresh produce.  But there’s something else you should know.  Have you heard of the Supplemental Nutrition Assistance Program (or SNAP)?  SNAP enables participating families to spend monthly benefits at the Gallatin Valley Farmers Market as well as the Bozeman Winter Farmers Market.

SNAP and programs like it are particularly impressive because they help introduce me to more people who truly value healthy food and healthy lands.  The folks who fill out applications for SNAP or WIC are doing their part to channel their food dollars to farmers markets, and ensuring that young farmers and ranchers can continue producing some of the best food in the country!

Feeding your family in this way is truly a noble act!  Plus, you can’t overstate the pleasure and adventure of preparing a variety of foods with new tastes!

If you have questions about the many opportunities to obtain fresh produce for free, call the Gallatin Valley Food Bank at 406-586-7600 or stop into 602 Bond Street in Bozeman.

If you see me there, don’t forget to say hello — I’ll be the red-haired guy hefting heads of broccoli, spuds and tomatoes into the building!


2 thoughts on “PSA – Attracting New Eaters to the Gallatin Valley’s Own Food

  1. Attracting New Eaters to the Gallatin Valley’s Own Food: Summary

    My role in this project was to research the content of the PSA in the textbook and to design a compelling narrative by synthesizing conversations I’ve had with the 3 Fiddles Farmer, Matt Broughton, and the program coordinator at the Gallatin Valley Food Bank – Lori Christenson.
    This social marketing campaign is aimed directly at adults who are struggling to afford the prices at farmers markets, but identify with the need to assert a more equitable food system for farmers and eaters alike. It is a call for these supporters of local agriculture to come out of the shadows and participate in a way that society supports through federal funding. I tried to show, through an optimistic and sensible tone, that everyone has a role to play in improving our “foodshed”. And everyone should be able to relish in the many social and environmental benefits of paying a farmer a fair wage. Reaping the tasty perks of such an act was a side note I included in the PSA to show my support of the “It’s All About You” campaign reported in the text (Boyle, Holben 2010).

    My decision to put the PSA’s narration in the hands of a farmer – the sort of person who is food secure, but remains absolutely motivated to feed everyone – was based on really simple reasoning. If a Montana food producer voices public support for public assistance, and has acted on many occasions to shore up community food security, that producer’s voice should resonate on the issue. Matt is a real person, and a well-respected member of the Bozeman community. He’s glorified whenever he’s at the supermarket. People he doesn’t know ask him for advice on culinary issues. How could that falter in a radio PSA? With statements like “Feeding your family in this way is truly a noble act!”, my intention was to allow such an influential voice to break down some of the barriers that many feel towards taking advantage of public assistance; an act that should carry no stigma.

    I think that the general concept of this work – connecting eaters and soil life encouragement artists – has incredible value. This community food security movement has improved the lives of people in part due to the relationships it helps form. Resources and ideas for improving the way food is produced and consumed can be shared between people on the streets, coordinators at the Gallatin Valley Food Bank, and policymakers at many levels of government. That’s the beauty of allowing the petals of a food system to unfurl democratically. As Mark Winne defines it, “Democratic decision-making, a key principle of the community food security movement, means that all participants in the food system have the right to participate in decisions that affect the availability, cost, price, quality, and attributes of their food.”

    Translating the premise of this work to nutrition education programs could take the form of organizing charettes for producers and consumers to establish which foods are culturally acceptable, can be grown in the area, and can be accessed in ways that are mutually economical for both partners. Community stakeholders formed the continent’s first grain CSA in Canada’s Creston Valley in such a manner. One person identified and communicated a need, and by the year’s end, a community group was working to secure support from consumers and farmers who together created an entirely new whole food market.

    In other words, this PSA could be another model bolstering the recognition direct farm-to-market farmers now occupy a unique place in our society. The people designing nutrition education programs could bring the voices of farmers into the circle, and potentially use their direct contact with people in intervention programs to begin repairing the disconnections that have caused major disruptions in the way foods are grown and accessed in their communities.

    Works Cited
    Broughton, Matt. Personal Communication. 2011.
    Christenson, Lori. Personal Communication. 2010.
    “Debit, Credit & SNAP Cards.” Bozeman Winter Farmers’ Market. 2012. Web. 18 Mar. 2012. .
    “Gallatin Valley Farmers’ Market – Bozeman, Montana 59715.” Neighborhood Link. 2012. Web. 18 Mar. 2012. .
    Winne, Mark. “Community Food Security: Promoting Food Security and Building Healthy Food System.” Community Food Security Coalition. Web. 18 Mar. 2012. .

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