communication & education
amplifying our message
Goal: To promote the value of a resilient and equitable local and regional food system through greater coordination of communication and education initiatives.
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Food is a hot topic. But what we should and should not eat is more confusing than ever.
Food companies spend billions of dollars on food marketing – most of which is focused on high calorie, low nutrition products. These dollars disproportionately target youth and people of color (Harris,et al, 2022). Only one percent of Americans are engaged directly in farming (USDA ERS, 2023), leaving fewer and fewer people with a direct connection to and knowledge of farming. Recent consumer studies show a significant lack of consumer trust and knowledge about where their food is grown and how it is produced (Homans, 2022).
Underneath all of this is a growing lack of “food literacy” which refers to “the knowledge, skills, and attitudes necessary to make informed decisions about food and its impact on health”(Silva et al, 2023). There is little in our educational framework that teaches kids where food comes from (Holden, 2017) and the importance of those in our communities who grow it. It’s time for a new conversation about what we eat, where it was produced, by whom, and how it contributes to more vibrant and economically viable communities.
Coordinated, intentional communication about the benefits of locally and regionally produced foods is needed to reestablish the connection between Iowans and the food that nourishes them and their communities. Education will also make it easier for consumers to find local food and learn about food system networks, increasing economic opportunity for farmers around the state.
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The Communication and Education priority team is dedicated to fostering expanded partnerships and creating space to support the outlined strategies. This team is currently led by the University of Northern Iowa, Eat Greater Des Moines, and Cultivate: Local Food Connections, and welcomes others who are also playing acritical role in and interested in contributing to this space.
• Jodie Huergerich, UNI Center for Energy & Environmental Education - Local Food Program
• Paul McCormick, Eat Greater Des Moines
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To achieve our goal of promoting the value of a resilient and equitable local and regional food system that sustains all Iowans, we have determined the following four strategies and actions are urgently needed.
Strategy 1: Create and implement a plan for communicating and educating about the Iowa Food System Plan, “Setting the Table for All Iowans,” internally among IFSC partners.
Strategy 2: Create and implement a plan for communication and educating about the Iowa Food System Plan, "Setting the Table for All Iowans," externally, with particular attention to socially disadvantaged populations and those who have not historically been invited to be decisionmakers in the food system.
Strategy 3: Research, convene, and support efforts across the state related to local food system education and access and availability of local foods.
Strategy 4: Increase funding and technical support to local organizations and educational institutions to coordinate and host local food system educational events and workshops as well as advise on curriculum development.
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• In the gap between the once popular “Buy Fresh, Buy Local” local food marketing and branding campaign in Iowa and the new Choose Iowa campaign, several innovative regional campaigns were created. Today, efforts are underway to find opportunities for mutual support.
• Education programs for seniors as well as youth have a strong track record for helping participants make healthy food choices.
• People have 10 times more conversations at farmers’ markets than supermarkets.
• Read the Existing Conditions section in this chapter to learn about these and other important details about this priority.
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Participants in the Iowa Food System Coalition work together, rely upon each other, and hold one another accountable in the work to advance the priorities of the Iowa Food System Plan. Interested in working together to advance a thriving, equitable food system in Iowa? Fill out our Interest Form here.
Photo: Food sampling and cooking demonstrations at farmers markets promotes the local food experience. Source: Healthy Harvest of North Iowa