Rebranding the Food Movement to Broaden Its Appeal Rebranding the Food Movement to Broaden Its Appeal
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Rebranding the Food Movement to Broaden Its Appeal

by Zak Stone

February 9, 2012

The brother-sister duo's mission is to broaden the appeal of the food movement to embrace more black eaters. The first step is the vintage train-themed brand. "Railroads are great connectors," according to Alison. "They are also what took African Americans out of the South, saving our lives in many instances, as well as brought them back to visit their families." While the typical branding on the nonprofits and businesses of the local food movement tends to idealize an agricultural lifestyle, that's "something the African American community does not really desire to go back to, even though we need to address lots of health issues directly related to the type of foods we're eating," Alison says. 

The store has enjoyed the support of "the entire Atlanta community" since its launch in November, with residents of other neighborhoods already asking the Crosses to open outposts. "The only real challenge," Alison says, "is how to keep enough food on the shelves on a daily basis."

Images courtesy of The Boxcar Grocer

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Rebranding the Food Movement to Broaden Its Appeal