Forest Ave

PROJECT ABSTRACT: SINCE 2018, HAND HEART AND SOUL PROJECT (HHSP) HAS COORDINATED 60 MONTHLY TO BI-WEEKLY (APRIL- NOVEMBER) FARM STANDS AT CHILD CARE PROGRAMS, COMMUNITY EVENTS, AND FARMER MARKETS. THESE FARM STANDS HAVE SUPPORTED 20 GEORGIA FARMERS, INCLUDING REPEATED PURCHASES FROM BLACK-OWNED METRO ATLANTA FAMILY FARMS. HHSP RECEIVED FUNDING TO PURCHASE AND RETROFIT A VAN INTO A MOBILE FARMERS MARKET. HHSP IS SEEKING AN FMLPP TURNKEY MARKETING GRANT TO 1.) DEVELOP AND IMPLEMENT A MOBILE MARKET MARKETING PLAN THAT PROMOTES LOCAL FOOD PRODUCTS TO UNDERSERVED RESIDENTS IN CLAYTON COUNTY, GA AND 2.) DESIGN AND PURCHASE MARKETING MATERIALS FOR THE MOBILE FARMERS MARKET. THE INTENDED BENEFICIARIES ARE 1.) LOCAL FARMERS FROM WHOM HHSP PURCHASES AND SUPPORTS (ANTICIPATE SERVING 3 IN 2024 BY USING DEDICATED, CONSISTENT PURCHASING WITH LOCAL GROWERS WHO ARE PREDOMINANTLY BLACK-OWNED FAMILY FARMS) AND 2.) CLAYTON COUNTY RESIDENTS, PARTICULARLY THOSE LIVING IN CENSUS TRACTS IDENTIFIED AS LOW-INCOME AND LOW-ACCESS (LILA). ACCORDING TO THE USDA ECONOMIC RESEARCH SERVICE (2019), TWELVE CLAYTON COUNTY CENSUS TRACTS ARE FOOD DESERTS WITH LOW SUPERMARKET ACCESS AND ELEVEN CENSUS TRACTS ARE LOW VEHICLE ACCESS. SEVENTY-TWO PERCENT OF CLAYTON COUNTYS 292,000 RESIDENTS ARE BLACK AND 13 ARE HISPANIC (US CENSUS BUREAU). KEY PARTNERS ON THIS GRANT ARE 1. HHSP STAFF, 2. VEGGIE VAN TRAINING CENTER, 3. GRAPHIC DESIGNER, AND 4. 50 COMMUNITY MEMBERS AND KEY STAKEHOLDERS THAT WILL PROVIDE FEEDBACK ON THE MARKETING OUTREACH AND PROMOTION PLAN THROUGH FOCUS GROUPS AND INTERVIEWS.

AWARDTYPE: DIRECT PAYMENT FOR SPECIFIED USE ACTIVITIES TO BE PERFORMED: CONTINUE BUSINESS DELIVERABLES: ECONOMIC RELIEF TO SMALL BUSINESSES AND NONPROFITS IMPACTED BY COVID-19. EXPECTED OUTCOMES: PROVIDE ECONOMIC RELIEF TO SMALL BUSINESSES AND NONPROFITS OF ANY SIZE THAT EXPERIENCED A TEMPORARY LOSS OF REVENUE DUE TO COVID 19. INTENDED BENEFICIARIES: SMALL BUSINESSES AND NONPROFITS. SUBRECIPIENT ACTIVITIES: NA