BOOTS CAMPAIGN KICKS BIG WIN FOR SMALL FARMERS
The national 2016 BOOTS FOR CHANGE campaign run by the Australian Farmers’ Markets Association throughout April delivered major benefits to the farmers’ market sector.
Independent campaign reviews reveal powerful impacts:
- National total spend at 96 BOOTS FOR CHANGE Market Days = $17.37million
- Economic impact = $17.77million
- Social media audience reach 1.75million
- 99% market managers expressed campaign satisfaction
- 48% markets increased shopper numbers at BFC Market Days
- 45% markets attracted more families and younger shoppers
- 180,000+ shoppers attended BFC Market Days
- 3000+ farmer and artisan producers attended BFC Market Days
AFMA spokesperson Jane Adams believes the campaign’s success was due to its inherent simplicity.
‘Boots For Change originated as an ABC Heywire concept, a simple gesture of pulling on boots to express solidarity with Australia’s farmers, and this resonated widely.
‘Market managers actively embraced the idea. Their imagination and efforts achieved amazing results and struck new supportive community relationships, especially in rural and regional towns where people certainly know how to kick up their boots.
‘The campaign’s multi-million dollar stimulus to the farmers’ market sector is all the more significant given the fact that the original Foundation for Rural & Regional Renewal (FRRR) project grant was $10,000,’ she stated.
The campaign analysis and economic impact data has been generously conducted by market research agency Colmar Brunton and is based on surveys of over 50 participating farmers ‘markets.
‘It was great to work on a project that provided such a positive outcome to farmers markets across Australian communities. We look forward to seeing the Boots For Change initiative continuing and supporting it in the future,’ said Sara Mawhinney, Colmar Brunton.
Social media analysis was undertaken by the National Bank.
BOOTS FOR CHANGE attracted the support of 56 farmers’ markets showcasing fresh farm direct produce from 3000-plus farmers and artisan food producer stallholders. BOOTS FOR CHANGE Markets ran in all states, a total of 96 market days.
‘Boots For Change was successful in both highlighting and celebrating our farming families and the pivotal role that farmers’ markets play, especially in regional communities,’ said AFMA campaign organiser, Jane Adams.
Given the success of the inaugural campaign AFMA is intending to secure BOOTS FOR CHANGE as its biennial national awareness campaign. The next BOOTS FOR CHANGE initiative will roll out in Australia’s burgeoning farmers’ market sector in April 2018.
BOOTS FOR CHANGE was supported by foundation partners FRRR and ABC Heywire. Additional generous support was provided by Platinum Boot partner Blundstone Australia, Silver Boot partners Colmar Brunton and the National Bank, and Bronze Boot partner Bruny Island Cheese Co.
There are over 180 farmers’ markets trading regularly in all states. For more details farmers and shoppers are invited to visit www.farmersmarkets.org.au
IT’S A BOOT WRAP
Thank you to the 55 farmers’ markets that embraced BOOTS FOR CHANGE and ran 96 BOOTS FOR CHANGE Market Days during April all across Australia from Margaret River to Hobart and Toowoomba. Over 3000 farmer stallholders participated at these markets that were visited by over 150,000 shoppers hungry for farm fresh, local, seasonal and healthy food. You all pulled on your boots and strode down to market to support Australia’s hard-working farming families. Conversations were started, stories told, boots were tossed, painted, planted, photographed and danced; some were even baked. Kids paraded their boots, coloured them, turned them into herb planters. Dogs fell asleep in boots, others went walkabout, some looked near the end of life, other shone their city origins. Boots have been telling stories all through April – and they have connected people, communities and ideas. So it seems BOOTS do have the capacity to initiate CHANGE.
Thank you Emma Mott and the 2015 Heywire team for booting up 🙂 the idea. Thank you market managers and market stallholders for embracing the idea – and thank you over 150,000 farmers’ market shoppers for pulling your boots on in solidarity with our farming families.
Take a big boot bow everyone – you have been amazing!
LAND OF PLENTY – BOOTS FOR CHANGE INTERVIEW
Deanne Renting talks to Jane Adams about the successful 2016 BOOTS FOR CHANGE initiative …
BOOTS FOR CHANGE LAUNCHED AT ORANGE FARMERS MARKET
Take a walk round this vibrant market and meet Heywire’s Emma Mott who led the team that came up with the BOOTS FOR CHANGE concept. Click on this link to play WIN TV coverage:
LISTEN TO ABC RADIO NATIONAL’s MICHAEL MACKENZIE TALKING ABOUT BOOTS FOR CHANGE
FINLEY FARMERS MARKET CAPTURES BOOTS FOR CHANGE MESSAGE
90-PLUS MARKET DAYS BOOTED UP FOR APRIL 2016 CAMPAIGN
Over fifty farmers’ markets in all states are hosting 90-plus BOOTS FOR CHANGE Market Days during April 2016. Some markets are donning their boots once to support their local farming families, while many weekly markets will boot-up every market day during April.
All BOOTS FOR CHANGE Market Days will celebrate Australia’s hard-working farming families and engage communities in conversations about the benefits of paddock-plate food supply, farmers’ markets and local, seasonal eating.
BOOTS FOR CHANGE is a national activation of a 2015 ABC Heywire Youth Innovation Summit project.
See attached Media Release for more details: BOOTS FOR CHANGE 2016 – April 16 Campaign
St Joseph’s Primary, Finley NSW, have potted boots for a school fundraiser at their BOOTS FOR CHANGE Farmers’ Market on 2 April.
BOOT ACTION DURING ORANGE FOOD WEEK
There will be more on the menu than terrific local wine and artisan produce at ORANGE FOOD WEEK because Orange Farmers’ Market has been chosen to host the launch of BOOTS FOR CHANGE – on Saturday 9 April. http://www.orangefarmersmarket.org.au
Details of all the Orange Farmers Market boot action to come…
Meanwhile who’s got a pair of boots to match these??
BOOTS FOR CHANGE MARKETS + DAYS:
A big boot clap to all the farmers’ markets that joined BOOTS FOR CHANGE:
WA: Esperance (30 April), Geraldton (2 April), Kalamunda (3 April), Manjimup (16 April), Manning (9 April), Margaret River (23 April)
SA: Adelaide Hills (2, 9, 16, 23, 30 April), Adelaide Showground (24 April), Barossa (23 April), Gawler (2 April), Mt Pleasant (2,9, 16 April), Riverland (30 April), Victor Harbour (23 April), Willunga (2 April)
VIC: Albury Wodonga (2, 9, 16, 23, 30 April), Clunes (10 April), Eltham (10 April), Euroa (16 April), Eynesbury (3,10, 17, 24 April), Melbourne Farmers Markets group (8 markets) – Carlton (2 April), Coburg (9, 16, 23, 30 April), Collingwood (9 April), Eastland (10, 17, 24 April), Fairfield (16 & 30 April), Gasworks (16 April), Mt Eliza (24 April), Slow Food (23 April), University Melbourne (6, 13, 20, 27 April); Mooroopna (17 April); Tallarook (3 April)
NSW: Albury Wodonga (2, 9, 16, 23, 30 April), Bangalow (9, 16, 23, 30 April), Bega (15 & 29 April), Bungendore (9 April), Byron Bay (7, 14, 21, 28 April), Carriageworks (30 April), Castle Hill (9 & 23 April), Finley (2 April), Kiama (20 April), Lismore Produce Market (7, 14, 21, 28 April), Moruya (12 April), Moss Vale Railway St Farmers Market (14 April), Murwillumbah (14 April), Nethercote (23 April), Orange (9 April), Tamworth (23 April), Wagga Wagga Eat Local Thursday (7,14,21,28 April)
TAS: Farmgate Hobart (24 April), Harvest Launceston (9, 23 April), Kingston (6 April)
QLD: Blackall Ranges (16 April), Dagun (16 April), Gympie (20 April), Stanthorpe (29 April) Toowoomba (30 April)
- If no date mentioned check with the market management
- If your favourite farmers’ markets hasn’t pledged to pull on boots yet – give them a gentle boot nudge…
BOOTING UP – ALL OVER AUSTRALIA
Australia’s farmers’ market managers are getting right behind the BOOTS FOR CHANGE Campaign. Over 35 farmers’ markets from Esperance, Geraldton and Margaret River in WA; VIC: Melbourne Farmers Markets’ eight central Melbourne markets – including Collingwood Childrens’ Farm, Coburg, Gasworks, Slow Food and University of Melbourne; and Byron Bay, Bangalow, Bega, Nethercote and Orange in NSW have all pledged support. In SA the boot brigade is led by Adelaide and Gawler Farmers’ Markets, plus Adelaide Hills and Mt Pleasant Farmers’ Markets. In TAS boots will be scooting at the Harvest Farmers’ Market in Launceston, while in QLD the boot brigade is lead off by Toowoomba and Blackall Range Farmers’ Markets. A complete list of BOOTS FOR CHANGE markets appears in the next news item…
Check back here soon for a final list of all the BOOTS FOR CHANGE Markets. And for news from the campaign Platinum Sponsor – Blundstone.
BOOTS FOR CHANGE BIG STEP FORWARD – ON ABC NSW COUNTRY HOUR
Listen to ABC reporter Josh Becker’s interview with Jane Adams – talking about the Australian Farmers’ Markets Association’s launch of the BOOTS FOR CHANGE campaign in farmers’ markets from Margaret River,WA to Tallarook, VIC. It first went to air on NSW Country Hour.
ABC Radio is the official media partner for BOOTS FOR CHANGE – and regional stations will be putting their best boots forward too, to connect their communities to the Heywire initiated BOOTS FOR CHANGE farmers’ markets events running during April.
BOOTS FOR CHANGE FEATURED AT ABC HEYWIRE 2016 YOUTH INNOVATION SUMMIT • PARLIAMENT HOUSE Canberra
The BOOTS FOR CHANGE campaign is ready to roll out across Australia’s farmers’ markets in April, a dream come true for two of the Heywire team who conceived the idea, Emma Mott, Bega NSW and Melissa Kelly, Ravenshoe, QLD.
They attended the Heywire alumni accelerator program and met with AFMA’s Jane Adams to finalise implementation of elements of the BOOTS FOR CHANGE campaign.
From left: Annabel Dulhunty – Vincent Fairfax Family Foundation, Emma Mott, Jane Adams, Melissa Kelly
BOOTS FOR CHANGE MARKET DAYS…
Hop back here for regular updates on BOOTS FOR CHANGE activities that will unfold at farmers’ markets across Australia in April 2016.
In the meantime…
Boots For Change Preview Markets – October 2015
Before many of Australia’s Farmers’ Markets kick up their boots in April 2016, two award-winning Australian farmers’ markets ‘tried on’ several Boot-driven activities during October 2015.
Two preview BOOTS FOR CHANGE Markets were held in October:
Launceston Harvest Community Farmers’ Market (TAS) – 17 October 2015
Check out the amazing collection of Launceston and region boots that attended the first pilot BOOTS FOR CHANGE Market Day hosted by the enthusiastic team at the Harvest Community Farmers Market in Launceston. They started many important conversations about supporting family farms and shopping for local, seasonal and regional food – in this case from passionate Tasmanian farmers and specialty food makers. And they kicked their boots up…
ABC Rural Radio reporter Rose Grant was there to capture the atmosphere:
Moruya Farmers’ Market (NSW) – 27 October 2015
Australia’s most awarded farmers’ market went all out for their pilot BOOTS FOR CHANGE Market Day. The Photo Boot[h] was very popular. So too the Boot Parade and Instagram ‘best boot’ competitions, colourful cows, and promotion of agricultural careers by the Year 9 students of the local agricultural high school.
The ABC was there to film all the boot led fun that had a serious message – shop at your local farmers’ market regularly to Support Farming Families. http://www.abc.net.au/news/2015-11-13/boots-for-change-kicks-off-to-support-fresh-food-and-sustainable/6939192?WT.ac=infocus_southeastnsw
BOOTS FOR CHANGE month rolls out nationally in April 2016.