Marketing

In the spirit of book promotional tours and restaurant openings the 9-26-15 online Newark Advocate as well as the 9-27-15 Sunday edition featured “Newark’s Canal Market District is expected to have big economic impact” by Bryn Bird, Canal Market District Director. This was a brilliant piece of marketing copy that needs to be recognized and acknowledged as such. However, much of what Bryn Bird writes would make even VW blush. Starting with J. Gilbert Reese’s penchant for property accumulation and “the early 1980’s” as a starting point, Bird creates an origin myth of partnerships and property that rivals any Ring Cycle. She begins this product promotion origin story with “Over the past five years,” eventually followed by “Bringing the Farmers Market back to downtown Newark will increase access to fresh and healthy food to residents in downtown Newark.” Contrary to the wonderful tale of “leadership”, “investment”, “partnership” and philanthropy that Bird tries to create, the very same Newark Advocate reported a 180 degree opposite actuality. In “Newark Farmers Market Moving To Wilsons” (5-4-15) Anna Jeffries writes “The chamber started the farmers market about five years ago to support local vendors and bring people downtown, she said.” [Cheri Hottinger, president and CEO of the Licking County Chamber of Commerce] Jeffries begins her report with “After several successful years in the lot next to McDonald’s on South Third Street downtown,” Today’s Advocate finalizes the Canal Market District Director’s infomercial with “Bryn Bird is director of the Canal Market District and co-owner and operator of Bird’s Haven Farms.” It is important to note that during the 5 years Bird writes of, the same five years that Cheri Hottinger spoke of earlier, the identical five years that Jeffries describes as “several successful years”, the Bird’s Haven Farms had absolutely no, zero, nada presence at the Newark Farmers Market “bring[ing] fresh food to residents of Newark.” (Bryn Bird). During this same five years Bird’s Haven Farms maintained a dominant presence at the neighboring Granville Farmers Market; this in spite of the fact that the “successful” Newark Farmers Market was on Friday afternoon and the Granville Farmers Market was and is on Saturday morning. Analysis already covered the travesty of cultivating five years worth of local produce accessibility within downtown Newark (to “address healthy food access in under- served areas” Bryn Bird) only to dismiss it outright (though space and sponsorship were available within blocks of the original site). Maintaining a market downtown in 2015 would have created the inconvenience of having to maintain the connection with that bit of Newark history. Better to make it disappear as the Children’s Home did in order to manufacture a new creation myth conducive to brand marketing. While on the subject of “local produce” and Bird’s repeated reference to “local” as a selling point for the development property of Canal Market District, it is important to note that the Clintonville Community Market Co-op, which opened and has been actively providing “access to fresh and healthy food” (Bryn Bird) since the late 90’s (local and otherwise) while J. Gilbert Reese was only still dreaming of transforming his property acquisitions, has announced it will be closing within a month. Reasons given were not “to spend more time with the family” but rather the sobering reality that all current food markets, Kroger, Walmart, Giant Eagle, Ross’s Granville Market, etc. promote and sell local food products as well as organic. Market is not only a verb (“advertise or promote (something)”), but also a noun – “1. a regular gathering of people for the purchase and sale of provisions, livestock, and other commodities”. With that definition, something more organic than anything produced on Bryn Bird’s Bird’s Haven Farms, “a regular gathering of people” becomes a priority, organic requisite for success. It also differs markedly from “provisions, livestock, and other commodities”. All the foundations, investors, community business leaders, and philanthropists have wholesale disregarded this in their reliance on genetically modified brand marketing.

Advertisements

Tags: , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: