Field & Fork Pantry

Introduction

The Field & Fork Food Program creates awareness about food insecurity and sustainable food practices to support every student in times of need. The program provides healthy food and educates students on how to make balanced food choices.

The Field & Fork Food Program includes a food education program, a farm and garden and a pantry. Since opening in 2016, the pantry has had nearly 39,000 visits and more than 5,000 pounds of produce from the farm and gardens have been donated annually to the pantry.

Highlighted nationally on the Today Show and the Washington Post, the Field & Fork Food Program continues to provide positive press for the institution.

Challenge

A researcher in the College of Institute of Food and Agricultural Sciences (IFAS) found that 1 in 10 students at the University of Florida experience food insecurity at some point during their time at the university. From that staggering statistic, IFAS and the Dean of Students Office determined a food pantry and food education program were needed to support students and break down barriers to health and wellness on campus.

Research

Although research had been conducted to determine need, no conversation had taken place with audience or potential users of the pantry to ensure support.

We determined our audience was likely low-income students or students who are the first in their families to attend college. I led several focus groups with students from our target audiences to gain potential user feedback about the initiative, testing everything from the name of the program to how the space should look and feel.

Ideation

When you hear the term “food pantry,” images of a dreary warehouse with recently expired canned goods can come to mind. We wanted to ensure students have a positive experience using the pantry and minimizing any potential stigma that could be associated with going to the pantry for food.

For me, this started with the name and branding. I first developed the name, Palm & Pine, drawing from the university’s alma mater. After testing the name with students, I adjusted it to Field & Fork to emphasize the farm to table effort and the relationship between IFAS and Student Affairs. The program sought to educate students on where food comes from, how to prioritize health and how to budget.

I created a brand concept and worked with a graphic designer to develop and refine the branding system, which we then implemented throughout the facility.

Solution

Final steps before launching the program, the pantry and the brand included building a website and creating marketing collateral. I coordinated both a groundbreaking and ribbon cutting events, managing logistics, PR and on-site media. Additionally, I helped start a partnership with local Publix Supermarkets to host food drives and create pathways for donations beyond campus.

Testing & Iteration

To date, the pantry has had nearly 39,000 visits and more than 5,000 pounds of produce from the farm and gardens have been donated annually to the pantry. The partnership with Publix has grown to include event days where Publix staff visit the campus pantry to help stock shelves.

In Fall 2019, the pantry will open an expansion that includes freezer space and a demonstration studio where students can learn to prepare easy, healthy meals with ingredients found in the pantry.

Press

The Field & Fork Food Program has received many spotlights in national media, that I’ve helped coordinate through connecting with the journalists, providing b-roll and prepping/finding individuals for the interviews.

• The Today Show

• The Washington Post