Designers create usable ideas for Foodlink

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A. Sue Weisler | photographer

Richard Slynko, a May graduate of the School of Design, center, presents his marketing plan for Freshwise Farms to representatives of Foodlink including (seated, from left) Carey Corea, Jim Ferrari and Frances Pesavento. Jonathan Hopkins interpreted.

The project is a perfect example of “experiential learning.” Thanks to students in the Design for Marketing class taught by professors Nancy Ciolek and Carol Fillip, a Rochester nonprofit agency has an abundance of creative ideas for building interest in a special product line. The 20 students spent spring quarter developing ideas for Freshwise Farms, a hydroponic produce grower.

Freshwise Farms is owned by Foodlink Inc., a Rochester-based agency that obtains and redistributes more than 7.5 million pounds of food annually through 550 programs serving hungry people in a 10-county area. “For an organization such as Foodlink that has limited resources, this has been a real godsend,” says Carey Corea ’69 (art and design), CEO of Rochester communications/marketing firm Idea Connections and a Foodlink board member.

Corea worked with students throughout the quarter, making visits to class to review the progress. For the final presentations, Corea was joined by Foodlink executive director Tom Ferraro; Jim Ferrari, general manager, food and nutrition operations; Frances Pesavento, director of programs; and Liz Sanders, manager of Freshwise Farms. The hydroponic farm, located in Penfield, has been part of Foodlink for about five years. Previously called Freshlink Farms, the operation produces herbs, greens and blends that are sold in area markets. The name change prompted the agency to seek help with a new marketing program.

Students developed designs for package labels, letterheads, point-of-sale signage, store displays, brochures, advertising, Web pages and promotional items such as aprons, T-shirts, tote bags and hats. “You’ve accelerated our initiative for marketing the farm,” Corea told the class at the final session. “We’re thrilled with what you’ve done.” Erin McCallum, a May graduate of the School of Design, believes the experience will prove useful. “Working with real clients was good practice.” Richard Slynko, another May graduate of the School of Design, enjoyed the opportunity to develop a strategic, integrated marketing plan. “There were endless possibilities,” he says. “It was a lot of fun.” “It’s nice to see these students really stretching,” says Corea, noting that Foodlink will likely incorporate many of the students’ ideas. “This is the kind of project I wish I’d had when I was in school.”