F2S Month Communications Toolkit 2014

1. National Farmto School Network –GrowingStrongerTogether farmtoschool.org
2014 Communications Toolkit
www.farmtoschool.org
Introduction

2. National Farmto School Network –GrowingStrongerTogether farmtoschool.org
October is National Farm to School Month, a time to recognize the importance of farm to school
programs as a means to improve child nutrition, support local economies and educate children about the
origins of food. The National Farm to School Network (NFSN), along with countless partners,
advocated for the creation of National Farm to School Month by Congress in 2010. NFSN now organizes
the annual celebration in partnership with dozens of groups and organizations across the country.
Throughout October, we’ll be sharing stories and information on our blog about how farm to school is
contributing to vibrant communities and empowering children and their families to make informed food
choices. We will also be using Farm to School Month as an opportunity to reach out to new members and
to collect stories and information about what’s happening on the ground through the “Share Form” on our
website. Throughout the month of October, everyone who fills out a membership form or a Share Form
on our website will be entered to win a drawing for $1,000 to spend on a farm to school project in their
community.
NFSN has developed this communications toolkit to help communities, schools and other organizations
promote Farm to School Month and raise awareness about the value of connecting students with local
food. We also have a variety of resources on our website, including logos, posters, fact sheets and a
shop where you will find merchandise such as t-shirts, magnets and stickers that make great gifts and
giveaways.
Here’s how you can connect with us and the National Farm to School Month campaign:
 Visit our website: farmtoschool.org
 #F2SMonth - Use this hashtag in your social media messages
 @FarmtoSchool - follow us on Twitter
 Follow us on Facebook by searching for “National Farm to School Network”
This toolkit contains:
 Suggested Twitter and Facebook posts – page 3
 Sample text for e-newsletters – page 4
 Customizable press releases – page 5
 Media pitch suggestions – page 8
Social Media

3. National Farmto School Network –GrowingStrongerTogether farmtoschool.org
When you tweet about Farm to School Month, use the hashtag #F2SMonth. Follow us on
Twitter @FarmtoSchool and on Facebook at http://on.fb.me/nfsnf2s
Here are a few suggested Tweets:
Local food in schools is a reality in all 50 states! Help us celebrate National #F2SMonth:
farmtoschool.org
Farm to school is an important tool in the battle against childhood obesity & hunger. Celebrate
#F2SMonth
Kids + real food from local farms = a healthy nation on the right track! Celebrate at
farmtoschool.org #F2SMonth
October is Farm to School Month! #Farmtoschool opens new markets to local farmers.
#F2SMonth
It’s October: get your Farm to School Month resources at farmtoschool.org #F2SMonth
What are you having for lunch today? Change is on the menu at schools across the country!
Celebrate at farmtoschool.org
Farm to school is: kids cooking, gardens growing, farmers thriving. Help us celebrate
#F2SMonth! farmtoschool.org
Here are some suggested Facebook status updates:
It’s time to celebrate healthy local food in schools: October is National Farm to School Month!
Find resources at www.farmtoschool.org
Farm to school is an important tool in the battle against childhood obesity & hunger! Learn
more at www.farmtoschool.org #F2SMonth
Kids + real food from local farms = a healthy nation on the right track! Happy Farm to School
Month! www.farmtoschool.org
What are you having for lunch today? Change is on the menu at schools across the country!
Celebrate at www.farmtoschool.org
Farm to school is: kids cooking, gardens growing, farmers thriving. Help us celebrate the
movers and shakers who make it all happen! www.farmtoschool.org
Looking for National Farm to School Month resources? Posters, stickers, communications tools
and more at www.farmtoschool.org
Sample text for newsletters and blogs

4. National Farmto School Network –GrowingStrongerTogether farmtoschool.org
Celebrate National Farm to School Month in October
October is National Farm to School Month, a time to celebrate the connections that are
happening all over the country between schools and local food!
Farm to school enriches the connection communities have with fresh, healthy food and local
food producers by changing food purchasing and education practices at schools and
preschools. Students gain access to healthy, local foods as well as education opportunities such
as school gardens, cooking lessons and farm field trips.
Over the past decade, the farm to school movement has exploded across the United States,
reaching millions of students in all 50 states and Washington, D.C. Farm to school is an
important tool in the fight against childhood obesity and food insecurity. In addition to improving
child health, when schools buy local, they create new markets for local and regional farmers and
contribute to vibrant communities, a win-win-win scenario!
[Insert information about local Farm to School programs or statistics]
The National Farm to School Network offers a variety of resources for free or for sale on the
website, farmtoschool.org, including posters, stickers and a communications toolkit as well as
daily blog posts highlighting farm to school work across the country. If you fill out a membership
form or a “Share Form” on farmtoschool.org during October, you will be entered to win a
drawing for $1,000 to spend on a farm to school project in your community! Learn more at
farmtoschool.org.
Whether you are a food service professional, a farmer, a teacher or a food-loving family, there
are plenty of ways to celebrate and get involved!

5. National Farmto School Network –GrowingStrongerTogether farmtoschool.org
Sample press release – General purpose
For Immediate Release—[MONTH, DAY, 2014]
[ LOGO ]
[ACTIVITY] celebrates fresh, healthyfoods with kids at [YOUR SCHOOL] on [DAY]
[ACTIVITY] spotlights local success of thriving national farm to school movement
[ACTIVITY] will happen at [YOUR SCHOOL] on [DAY] as part of National Farm to School Month
celebrations taking place across the country. In 2010, Congress declared October National
Farm to School Month, recognizing the important role farm to school plays in promoting well-
being among children and strong local economies.
[“QUOTE ABOUT CONNECTING KIDS WITH PEOPLE WHO GROW THEIR FOOD OR
OTHER BENEFITS OF FARM TO SCHOOL,” said FOOD SERVICE DIRECTOR / PRINCIPAL /
OTHER.]
[PARAGRAPH WITH SUCCINCT DETAILS ABOUT LOCAL PROGRAM: FARMS AND
SCHOOLS PARTICIPATING, TYPES OF LOCAL FOOD IN SCHOOLS, DATE/TIME OF
CELEBRATORYEVENT, INVOLVED ORGANIZATIONS]
Over the past decade, the farm to school movement has exploded across the United States,
reaching millions of students in all 50 states and Washington, D.C. From school gardens and
farm field trips to local food on cafeteria trays, farm to school practices help children learn about
where food comes from and make healthier choices while also creating new markets for local
and regional farmers.
“Farm to school is an important tool for in the fight against childhood obesity and food
insecurity,” says Anupama Joshi, executive director of the National Farm to School Network
(NFSN). “There are economic benefits as well. During the 2012 school year, local food
purchases by schools returned over $385 million back to local economies.”
NFSN has representatives in every state to help connect schools with local farmers. For more
information about Farm to School in [YOUR STATE], contact [NAME] at [EMAIL] or [PHONE].
# # #
Media contact:
[NAME]
[EMAIL]
[PHONE]

6. National Farmto School Network –GrowingStrongerTogether farmtoschool.org
Media pitches
Press releases are a great way to share your story, but media professionals receive dozens of
press releases every week, so it might take a little extra effort to get the attention of an editor or
reporter. Having a great pitch or angle always helps make your story more unique and allows
the editor to better visualize the final product. It also helps ensure that the story they tell is the
one you want them to tell.
Here are some suggested pitches for Farm to School Month activities:
 Follow the food: Invite news crews to follow your local foods from the farm or the
producer all the way to the cafeteria.
 Cooking demo: If you have a local TV talk program, suggest having your food service
director highlight some of the farm to school dishes your kids are eating by preparing
them on the show.
 Schedule a field trip to a dairy farm, farmers market, fishery or any of the sites that are
part of your farm to school program and invite the news media.
 Kids views: Invite news – radio / TV / print – to talk to kids about where their food comes
from. Kids can be unpredictable, but they could be balanced out by interviews with
school nutrition directors, teachers, the principal, etc.
 Invite an elected official to school lunch (and invite the media!). Members of Congress
will be on recess in their home states during October. This is a great time to build
support for farm to school among key decision-makers AND get the media to cover it.
 Op-ed: Have a local teacher or school nutrition director write about the changes s/he has
seen in the classroom/cafeteria since the farm to school program started.
Here are a few tips to keep in mind:
 If you don’t have a media list already, do an online search to find the news media,
reporters, or bloggers who have covered local food, schools, the environment,
agriculture, food and food-related businesses in your area.
 Email your press release to your media list. Emphasize the local angle in your headline.
 People in the media receive many emails each day, so it’s a good idea to call as well as
email. Prepare a short telephone script explaining who you are, your story idea and how
to contact you. Don’t assume that they’ve seen your release. If you reach a live person,
say hello and who you are. If you liked a recent story they covered, you might want to
mention it. Say you have a story idea and ask if they have a minute to talk before
launching into it. If you get their voice mail, leave a shorter version of the message
you’ve prepared or try calling back later.
 Emphasize the fact that your story will be very visual and include nice action, especially
if you are dealing with a television station.
 Explain why the story is timely—emphasis that this is National Farm to School Month
and mention any recent farm to school reports or statistics from your state that
demonstrate the local relevancy. A great resource for local statistics is the USDA Farm
to School Census website: http://www.fns.usda.gov/farmtoschool/census#/
 Keep in mind that children will need permission slips before being photographed for a
story. It might be necessary to set up a small photo-op with students who have the
proper forms.