purpose

Each year three farmers (and the occasional community member) were given an award at the annual fundraising gala. Originally, the awardees would accept the award and give a speech at the event. Because public speaking was not their specialty, the acceptance speeches would take a lot of time. Guests would lose interest and start talking over the farmers, which meant the prospective donors missed the most moving part of the evening and the farmer's left feeling insulted.

Working closely with photographer Gabriella Marks, we conducted interviews with the farmers at their farm. She would take video and still photographs while I talked with the farmers. I created a list of questions that we asked every awardee, but new questions would be added during the interview.

The videos were kept to around 2 minutes long and were shown for the first time at the event. The photos were used to promote the event and shared with the the Farmers' Market and the farmers to promote their farm. The write up was used in the event program and to promote the All Stars after the event.

results

Guests at the event gave their full attention as the videos played at the fundraising gala. The farmers regularly expressed immense gratitude for how they were presented. The video and photos were used on social media and in fundraising campaigns, and are still used to promote the Santa Fe Farmers' Market Institute.