PROJECTS & PARTNERS
Some projects we’re working on now: Research and analysis of the CSA (Community Supported Agriculture) market in Mendocino County. Developing a Mendocino County Farm, Garden and Nurseries Trail Map and tour program. Coaching women leaders in the food movement. Food localization marketing initiatives in two Northern California counties. Convening farmers, producers, retailers and chefs to improve regional food system efforts and communications. Teaching Veterans how to cook healthy meals on a budget.
California Invasive Species Advisory Council/California Farm Bureau
Farmers’ market shoppers are the target for this statewide communications campaign designed by KTC. We created a brochure and poster to educate consumers about the pests that have the most impact on specialty crops and our natural environment. Then we wrote a survey, analyzed it and produced a report to understand the effectiveness of the materials and overall understanding of invasive species. We would still love to do an invasive species celebrity chef cook-off like the ever creative Fertile Earth Foundation in Miami…maybe another time?
The 1st Annual North Coast Farmers Convergence
KTC and North Coast Opportunities created this groundbreaking one-day event that convened farmers from six counties (Marin, Sonoma, Napa, Mendocino, Lake and Humboldt) for a facilitated conversation regarding regional food systems planning. KTC collaborated on the facilitation strategy, created and implemented the outreach plan and coordinated the event. A huge success. Can’t wait to do it again!
Andale Mexican Family Kitchen
Luis and Pedro came to KTC with a dream. The envisioned a new website, new signage at all Bay Area locations and a new way to communicate that they’d gone green and source local food. We researched and created a positioning document for them that transformed their marketing strategy. We rewrote all of their menus, then we got to work collaborating with The Engine Room to make a website that tells the story of this immigrant family that made all their dreams come true. We topped it off with a heaping ladle full of social media strategy and look forward to our next shared burrito and tequila cocktail.
NCO received a Farmers’ Market Promotions Program (FMPP) grant through the USDA and asked us to help complete their MCGROW project. The goal of the project is to grow new farmers, renew agricultural skills, organize trainings and capacity building for farmers and market managers and work to increase production capacity in Mendocino County. Collaborating with a number of community partners, we developed and implemented a “Meet Me at the Market” yard sign program, a “Turn Over a New Leaf” leafy greens recipe and cooking demo promotion program and organized a series of farmer trainings pertaining to food safety regulations, season extension practices, and business and marketing. We also developed and led a farmers’ market marketing training for managers of MCFARM’s certified markets.
After winning a Value Added Producer Grant from the USDA for this 5th
generation grassfed cattle and heritage breed hog ranch, we got to work
crafting marketing and business plans for a new line of cured meat products.
Working with love and hummus feeds the soul and the stomach. We helped this new company create a brand voice, craft a marketing plan, strategize for expansion, helped broker new relationships and coached the owner to realize her dreams.
Our favorite prepared food at the Alemany Farmers’ Market and Off the Grid in San Francisco is Azalina’s Malaysian street food, straight from her hometown of Penang. We coached Azalina to gain clarity around her business and marketing goals, craft a brand voice and a creative brief, and own the fact that people in the Bay Area will fall in love with her adventurous and flavorful offerings. Look for her peanut sauce, coconut jam and star anise curry at Whole Foods stores around the Bay.
Off-the-beaten track, Mendocino County’s wine region abounds with 3rd and 4th generation farmers, skilled wine makers and a strong independent spirit that makes every excursion an adventure. Kitchen Table Consulting is honored to work with MWWC on a variety of marketing projects to promote Mendocino County’s grapes and wines. Projects include: marketing and branding, grant writing, crafting radio spots and newspaper articles, writing and editing a quarterly newsletter and other communications plus the planning and execution of Taste of Mendocino, a trade and consumer event. As one of the last remaining truly rural wine regions in California, we are honored to serve the grape growers, vintners, farm workers and specialty crop producers who give their blood, sweat and tears to the creation of award-winning wines.
In an effort to reduce incidences of heart disease and obesity in America by 20% by 2012 the American Heart Association hired us to create lesson plans and content for their “Simple Cooking With Heart” campaign as well as scripts for cooking videos, marketing materials and web content for their “A Healthy Start to Home Cooking” initiative. It was a pleasure and an honor to work with the AHA towards their goals.
The Mendocino Winegrape and Wine Commission hired us to spearhead an unprecedented event for the Mendocino wine and food community – showcase the bounty of the county, on just one day in San Francisco, in order to bring more attention to a down-home wine lifestyle that is very different from neighboring Sonoma and Napa Counties. The event was intended as an economic development and rural renewal effort and required hours of community development work. Jen helped pitch the event, craft its content, design the space and manage every single aspect of its successful completion from relationship building to marketing. Let’s all look forward to many more Taste of Mendocino events to come!
Jen is co-founder and producer of this monthly conversation about the American food system – one that has been bringing the good food community together for over two years. Sponsored in part by Civil Eats, Bi-Rite Market and 18 Reasons, KTT’s mission is to build a coalition of stakeholders from all segments of society who come together to develop relationships, exchange knowledge and ideas and leave with specific actions they can implement to make meaningful improvements in our food system.
The Good Food Awards celebrate the kind of food we all want to eat: tasty, authentic and responsibly produced. Awards are presented to outstanding American food producers and the farmers who provide their ingredients. Jen is the Co-Chair of the Cheese Committee (for two years running) and is excited to be a part of an emerging consumer communications effort as well as one that pushes industries towards craftsmanship and sustainability while enhancing our agricultural landscape and building strong communities.
Help CUESA create and execute moderated
discussion panels about timely sustainable agriculture issues.
Conceptualize, plan and execute tours to visit facilities of
participating Ferry Plaza Farmers Market vendors. Edit the
weekly newsletter and other materials.
Ingredients For Change
Active Voice needed a local and national media outreach to tell the story of 30
lower-income areas across the nation that held civic engagement screenings
of the documentary Food, Inc. in an effort to address local obesity statistics.
With funding from the Robert Wood Johnson Foundation, Participant Media
and Active Voice created the year-long initiative in collaboration with non-profit
organizations that work with communities lacking access to nutritional foods
resulting in disproportionately high rates of diet-related health problems.
Seedling Projects is a new “Do-Tank” for the food movement. Kitchen Table Consulting
worked with them before launch to brainstorm the company name and to generate a list
of potential partners for the future. Today, Jen is on the Cheese Committee for the up
and coming Good Food Awards and is collaborating with Seedling Projects to create
the 2011 Good Food for All event in D.C.
As the Civil Eats Local Eats Editor, Jen is committed to sharing stories about how
cities all over the United States are rebuilding local food systems from the ground up.
Civil Eats promotes critical thought about sustainable agriculture and food systems
as part of building economically and socially just communities. The blog supports
the development of a dialog among local and national leaders about the American
food system, and its effects abroad. Civil Eats can be humorous, serious, academic,
philosophical, conversational – its style of conversation is as diverse as its 40+
contributors – but it is always thought provoking, innovative, and focused on food politics.
Barbara's needed help with a new brand voice, one that tied together all of their various
products, from Puffins to Cheese Puffs, and paid homage to the company's deep history
in Northern California's natural foods movement. We collaborated with the Macchiatto
team to re-write their brand story and create packaging and website copy they loved.
Falling in love again was an important measure of success for this brand team that
has worked at Barbara's for decades, and we made it happen! Peace, love, puffed
organic corn, and all that is good to eat.
Design by Macchiatto.
Care2.com partnered with Local Harvest to conduct
a summer-long farmers market promotion contest, highlighting
the benefits of shopping direct from farmers. I conceptualized,
created, wrote and hosted seven episodes of the Farm Fresh
Cook Cooking Show as part of their farmers market contest promotion.
As pro bono clients, the artisan food businesses in La Cocina’s incubator program
use our services to create marketing plans, creative briefs, web and product copy,
press releases and get the business, and often personal, coaching they need to succeed.
We work with our close friend Gabriel Cole at Fare Resources, regularly it seems.
We spend hours and days collaborating on the crafting of insightful and well-researched
landscape assessments, project scopes and business plans for clients who want to create
community kitchens, sustainable food systems, healthy corner stores and major developments
as they relate to food enterprise and community economic growth.
Working with Nosie 13 again, we conceived new messaging then wrote new content,
taglines, ads and copy for the refresh of this well-established, only-in-Hawaii brand.
Don’t be fooled by the stateside decoy as they are not affiliated. Lappert’s Hawaii’s
coffee and ice cream are pure volcanic soil and Aloha bliss all the way.
Design by Noise 13.
Dominic Phillips Event Marketing produced Slow Food Nation. A gargantuan task.
Dominic also produces other enormous events and endeavors and will hire us to
conduct research and development and landscape assessments.
As Programs Director for this event that brought over 85,000 people to San Francisco,
Jen developed, organized and managed the creation of the Food for Thought series,
the Taste Workshops, over 45 dinners with non-profit organizations, 12 journeys, eight
hikes, the Slow Food Rocks concert and the SFN bookstore. The work required an
incredible amount of vision, patience, diligence, and relationship smoothing and
building. It required work with celebrities, policy wonks, chefs, foodies and food
producers, managing personal agendas and encouraging collaboration and inclusion.
Jen worked with the PR team, ensuring our media coverage was on message, assisted
with social networking and other communications efforts, including branding, signage,
the website; all the while working within a small budget, creating budgets, negotiating
fees and asking people to waive their usual stipends. Jen’s work would not have been
successful without the assistance of a dedicated team of volunteers and intern staff,
which Jen managed (the 12-hour days, seven days a week helped too). Working on
behalf of the values of Slow Food was one of the most rewarding experiences of her career.
As a thought partner and creative collaborator, we work with the gang at Campovida
to provide messaging, content and program and relationship development as it
relates to this historical property in Hopland, California. The former Fetzer Valley
Oaks Center and home to 51 acres surrounded by another 100+ acres of vineyards
that sit up against other 100+ acres of vineyards and farms, the current stewards
of the property wanted to communicate their commitment to sustaining it’s organic,
culinary and civic legacy as well as bring new life and urban/rural renewal to the site.
Re-write web copy to communicate the wine group’s commitment to creating premium wines that support sustainable,organic and bio-dynamic wine practices in Mendocino County and beyond. Interview wine growers, write farm descriptions and clearly communicate the meaning of each farming practice such that consumers feel a sincere connection with their mission and purpose.
Design by Noise 13.
Conceptualize and create a world, a persona and a brand that will attract the female cocktail drinker. Create a fresh, flirty and creative brand voice for this new lifestyle brand. Translate the voice to product and packaging copy, a robust website including party themes, playlists, product recycling ideas, daily blogs, email responses and newsletters, as well as press kits, POS and sales materials. The project included loads of research and development and advice on all design and PR decisions.
Design by Michael Osborne Design.
Good News: Cocktails by Jenn, a collection of flavored, ready-to-drink, premium-vodka cocktails packaged in a purse-shaped tote was sold within 1 year of launch for over $15 million.
Create a brand voice plus brochure and web copy for Napa’s innovative and
unique wine making studio.
Design by Noise 13.
With the launch of their new Jean-Yves Charon Collection, Galaxy Desserts
needed consumer web copy and tantalizing descriptions of their products
(no room on the packaging). And, a little help with their trade and consumer
Completely update their voice, brand, web strategy and experience. We took
their very Web 1.0 site and collaborated with a great Denver-based designer
to make it fun and informative. Also had to incorporates their other brand,
Fruitabu, organic smoooshed fruit (Yes, with three o’s).
Interview restauranteurs to create an inaugural newsletter. Included editorial development,
recipe editing and feature writing.
Re-craft packaging copy for three flavors of this all-natural, dairy sleep aid,
then embark on a naming brainstorm for six Fruit Teaz, write the packaging
copy and brainstorm names for various Pillow Chocolates. Then, rest.
Good news: They really work.
Taking cues from their Kashi Challenge campaign, create
a Wellness Hub,
draft scripts for podcasts, research, interview and hire a team of experts to
write and record content. Draft editorial calendars for up to six months.
Good News: Kashi is good.