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.
Background Specialty Crop Nutrition Education and Promotion Program
SEE-LA has contracted with the California Department of Food and Agriculture (CDFA) to provide the Specialty Crop Nutrition Education and Promotion Program (SCNEPP) from November 1, 2020, through October 31, 2022. SCN EPP is a new program within SEE-LA's Pompea Smith Good Cooking/Buena Cocina Nutrition Education Department. The program uniquely integrates specialty crop promotion and marketing strategies across SEE-LA's six farmers' markets, which feature 86 specialty crop producers serving 13,000 Angelenos weekly. SCNEPP's program activities include, but are not limited to, executing quarterly farmers' market Peak of Season Festival events, delivering bilingual nutrition education classes to adults and children, conducting in-market and social media food demonstrations, implementing a social media campaign promoting specialty crops, specialty crop producers, Peak of Season Festival events, and generating and distributing monthly promotional newsletters.
Specialty crops are "fruits and vegetables, tree nuts, dried fruits, horticulture, and nursery crops (including floriculture)" cultivated commercially for use as food, medicine, or aesthetic gratification. SEE-LA's SCNEPP highlights five specialty crops as part of its quarterly Peak of Season Festival programming- these crops include berries, leafy greens, stone fruits, tomatoes, and brassicas.
SEE-LA is seeking a Healthy Retail Specialist to consult in the execution of marketing strategies to promote the increased knowledge, awareness, increased consumption and sales of specialty crops across its farmer s' markets. As part of this project, the Healthy Retail Specialist will provide technical assistance for up to 86 SEE- LA specialty crop producers at each SEE-LA farmers' market to build knowledge and capacity around behavior economic strategies for health promotion/marketing of specialty crops. The Healthy Retail Specialist will work collaboratively with the Director of Nutrition
Programs, SCNEPP Program Manager, and Manager of Engagement and Partnerships to integrate successful marketing strategies with in the program and provide direct technical assistance to SEE- LA's specialty crop producers to promote and market specialty crops, specifically those featured in the Peak of Season Festivals.
As many of SEE-LA's market patrons and producers are dominant Spanish speakers, the Healthy Retail Specialist will need to be proficient in English and Spanish written/ oral and/ or have available an interpreter. These costs may be included in the budget under personnel cost.
Project Goals & Target Audience
The Healthy Retail Specialists' contribution to the SCN EPP team will directly address the following SCNEPP goals:
Target audience is current and prospective SEE-LA farmers' market patrons, SEE-LA's social media followers, and specialty crop producers at SEE-LA farmers' markets.
Scope of Services & Expected Deliverables
Effective upon contract execution through October 31, 2022.
Personnel Costs: $19,081 Travel: $1,008
Payment will be provided via reimbursement for services monthly with an itemized invoice. Per CDFA funding requirements, the contractor's hourly rate cannot exceed GS15 Step 10. Project Budget does not include costs of physical materials. SEE-LA will manage the purchase of SCN EPP promotional and physical supplies in the execution of this contract. This includes a modest budget of approximately
$6,000 for items such as point of purchase signs, posters, A-Frame inserts, etc. SEE-LA will not reimburse the cost of administrative items such as pens, paper, or other similar office supplies; however, items that support program deliverables are encouraged to be discussed for accommodation and reimbursement throughout the project duration.
Additionally, SCNEPP has devoted $1,660 toward social media marketing and $9,200 toward Print/ Radio media outlet advertisement.
Funding for the project is through the California Department of Food and Agriculture Specialty Crop Block Grant. Project Activities will be overseen by SEE-LA's Director of Nutrition Programs and Specialty Crop Nutrition Education and Promotion Program Manager to ensure that adherence to funding guidelines is achieved. This includes content review and assurance that all expenditures within the description and subsequent invoices are project-related, reasonable, and allowable.
*Project must adhere to project timeline and budget. Contractor will be responsible for any costs incurred beyond this amount.
Criteria for Selection (Please submit all to be considered)
Format Submit via PDF or MS word
Deadline for application submission July 2, 2021