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Sustainable Economic Enterprises of Los Angeles

Bring the Farmer to Your School Video

Employment type
2 months ago
Los Angeles

Founded in 1996, Sustainable Economic Enterprises of Los Angeles (SEE-LA) is a leading Southern California nonprofit organization, connecting people to healthy food, promoting economic development, and building sustainable food systems. We operate the largest network of mission-driven farmers’ markets in Los Angeles as well as programs that provide nutrition education, food access, and opportunities for small regional farms and local food businesses to thrive.

Bring the Farmers’ Market to Your School Program
SEE-LA and the Los Angeles Unified School District (LAUSD) have partnered since 2002, supported by the California Department of Food and Agriculture to bring California farmers into Title 1 LAUSD schools. When the COVID-19 pandemic closed LAUSD schools, SEE-LA pivoted to alternative methods of program implementation. The revised program in Summer 2020 provided Harvest of the Month kits (produce samples, recipes, bilingual cooking videos, and nutrition information) to more than 1,000 families at Nickerson Gardens, a low-income housing community in Watts. In 2021, SEE-LA seeks to continue its programing with the development of a Bring the Farmer to Your School Video series. The project will connect a student leadership group at Manual Arts High School in South LA to regional farmers in a virtual format. The result is the student-led development of an evergreen four-part video series featuring California specialty crop producers and the specialty crops they grow. The video will be distributed in the virtual classroom to students such as those in the culinary arts program through LAUSD’s Linked Learning Pathways program reaching at least 3,600 students. Finally, collaborating with the American Heart Association, the program will culminate in the disbursement of a Bring the Farmer to Your School specialty crop kit alongside a larger scale produce distribution serving 2,668 LAUSD food-insecure families.

Project Bid Overview Bring the Farmer to Your School Video
Funding for the project is through the California Department of Food and Agriculture Specialty Crop Block Grant. Video development will be overseen by SEE-LA’s Director of Nutrition Programs and Program Coordinator to ensure that all adherence to funding guidelines is achieved. This includes content review and assurance that all expenditures within the bid and subsequently invoiced are project related, reasonable and allowable.

The video series will include four segments created to feature a California Specialty Crop grower, highlight California Specialty Crop produce, provide simple nutrition information, and include a recipe demonstration.

The video will be used in LAUSD culinary classes in April/May and then be made available to the wider LAUSD community through their YouTube channel.

The four video segments will be about 15-20 minutes in length each comprised of an intro/outro and four distinct sections:
1. Farmer introduction, interview and farm and produce tour on location at each farmer’s respective farm (all farms are within 20-55 miles of Downtown Los Angeles).
2. One to two nutrition facts (mostly graphic overlaid on still frames from the farm or farmers’ markets).
3. Recipe demonstration filmed in program coordinators kitchen (featuring overhead pans- and-hands visuals, some sped up sections and graphics added during post-production).
4. Where to Get – Where to Grow; a brief recap and access points for SEE-LA Farmers’ markets (may be filmed at farmers’ market, school garden and/or more farm visuals.)

Project Goals & Target Audience
The total video series will include four video segments of about 15-20 minutes each, containing the above- mentioned sections. The video objectives aim to achieve (a) increase knowledge of California-grown produce, (b) increase consumption of produce (c) educate on preparation of produce and (d) where to buy this produce.

Target audience is Los Angeles Unified School District high school students.

Scope of Services & Expected Deliverables

  • Film director and editor (if necessary) to meet virtually with SEE-LA staff to discuss video objectives, design, graphics, music, layout, pre-written storyboards, interview questions/ scripts, and other necessary planning items.
  • Film crew to meet virtually with SEE-LA staff in advance of film days, to discuss finalized shot lists and site logistics.
  • Four days of filming on location at each farm: One day of filming is allocated for each farm, four farms total. Day of filming on site to capture farmer interview, stills, site-specific shots, farming footage and fresh produce. Farms are within Los Angeles (radius of 20-30 miles) or at a maximum distance of 55 miles from downtown Los Angeles.
  • One day of recipe filming: One day of filming is allocated to complete four recipes. Private home kitchen located in Thousand Oaks, 44 miles from Downtown Los Angeles. Some professional lights provided, surfaces, cookware, recipe items, props provided.
  • Editing process to work with footage, create and integrate graphics, use provided nutrition notes, and voiceovers. Music to be determined.
  • At least two rounds of revisions to be included between SEE-LA staff and editor. Please refer to timeline to ensure to ensure adequate time for editing revisions.
  • Finalized videos delivered on time, in correct format digitally.

Style References

Brand style PS Buena Cocina Good Cooking Nutrition videos – light and bright SEE-LA produced videos

Food photography – graphics and voiceovers (cooking shots) – Leanne Brown Good & Cheap

Farm and Farmers The Biggest Little Farm (similar shots, interactive on the farm and personal feel) – movie trailer

Project Timeline 
Deadline for proposals - February 21, 2021
Review period and question period - February 21 - 28, 2021
Agency selected & everyone notified - March 3, 2021
Project Kickoff - March 5, 2021
Filming on sites - March 6-24, 2021
Editing process for four videos (Can begin earlier) - March 24 - April 7, 2021
Deadline for all deliverables - April 12, 2021

Project Budget*
*Project must adhere to project timeline and budget. Please note the tight deadline for filming and editing in six weeks. Contractor will be responsible for any costs incurred beyond this amount.

Proposal Requirements

  • Company background
  • Why your agency/team is the right fit for this project
  • Agency team information
  • Please include resume for each team member
  • Relevant portfolio work - send links
  • Production plan and timeline
  • Client revision process
  • Please include preferred method of communication and sharing materials
  • Detailed budget breakdown
  • Please include the breakdown of costs per parts of the deliverable process (onsite film day, editing and revisions, etc.)
  • References from two previous projects


Proposal Process and Next Steps
Request is being widely circulated through Los Angeles and surrounding areas. Students are welcome to apply with portfolios and testimonials.

Questions may be addressed to Christa D. González, Program Coordinator at [email protected] until February 19, 2021 at noon.  Inquiries will be answered within 48 hours.

Please submit bids by February 21, 2021 including budget and all proposal requirements and references. Incomplete bids will not be considered.

To apply

Cara Elio, Director of Nutrition Programs at [email protected] and Christa D. González Program Coordinator, Bring the Farmer’s Market to Your School at [email protected]