The Farm to Fork trend is waning. Now is the time to solidify our claim.
The Farm to Fork trend is waning. Trends are fun, we all love them, and once the trend hang-over comes we often make two mistakes.
The first is to hold too tightly to the trend and act as if we didn’t get a bit too into it. The second is to rip up all the photos and deny that deep in our hearts, the beautiful parts of the trend were never there.
For me it was the punk rock scene of the late 80’s. Ok, the eyeliner was a bit much (no, there aren’t any photos… mysteriously), and I really couldn’t hang with the true anarchists. But I believe in speaking truth to power and celebrating authenticity—no matter how comfortable it might be. These parts of me found a home in the music and culture of that time, and survives today in my work as a designer.
Sacramento keeps debating who we are. We don’t need more brand-a-thons or another trend to ride. Now is the precise time for Sacramento to discard the trendy parts of Farm-to-Fork and lean into the truths we re-discovered about our region and City. That we still have a deep connection to the farmland and rivers of the central valley. That all life in California flows from here… no, begins here.
Rob and Alyssa Turner at Sactown magazine had an idea to bring more dramatic art to Sacramento, and I think we should get behind them. Let’s do something meaningful to shout to the world the bounty that Sacramento represents! I propose that at the end of capitol mall we have Claes Oldenburg (known for oversized sculptures of everyday objects) plant a huuuuge fork. I am talking big. One that will be the backdrop for the farm-to-fork festival. One that reminds every visitor that California produce is shipped world-wide. That the bounty of the State is second to none.
Silly idea? Maybe. You want a world class City? Put down the eyeliner and be the true you, bold and unapologetic. This is how great brands are made.