Growing presence & awareness about the importance of regional food sourcing to better our community, environment, & economy.

Strong digital media marketing that is collaborative and integrative with the broader brand, which resulted in doubling Headwater’s follower count & engagement in less than one year.

Managed multi-channel digital media content, partnerships, promotions, and influencer relationships supported by trend & algorithm driven content merging aesthetics & education.

Assisted with the launch of Headwater’s specialty box program, which focused on increasing the diversity of the company’s offerings, integrating small or emerging farms and businesses, and sharing food origin and history.

Devel0ped a comprehensive marketing strategy encapsulating print, digital media, web, and email campaigns. This also included the launching of a fundraising box program to promote the giving and sharing of regional food and recipes.

Education Marketing for University of Rochester & Harvest Table Culinary Group

University of Rochester’s commitment to regional food centered around connecting students to the importance of food sourcing from ecological and community standpoints. The scope was “People before products.” Headwater innovated a humanistic, multifaceted marketing campaign featuring digital media and print collateral for dining halls and on-campus markets to share farmer and producer stories, a customized LOCAL GOODness label, QR codes to learn more, information on food origins and history, breakdown of benefits, and expanded the presence of women & BPOC farms and producers in U of R’s offerings. This content demonstrated interactive and engaging values-led marketing, which was impactful to students, parents, and the broader community alike.

Impact reports, edible education curriculum, PR, enewsletters, funding requests, and digital media promoting the emerging Headwater Community Program.

The Headwater Community Program was launched at the outset of the pandemic to address diminished food access to NYS residents and decreased marketplace for NYS famers. Working with Nourish New York program, and other grant-funded organizations, Headwater was able to serve as an intermediary between farmers and community groups to supply and transport farm-fresh produce, dry goods, dairy goods, and protein from independent NYS farms and producers. Marketing and messaging served to share stories, impact, & information about the impact food access has on the social, economic, and ecological impact of New York State.

Content specific marketing around seasons, holidays, & events.

Conceptualized themes, and organized photo shoots and written content for web, print, digital, enewsletters, and co-branded promotions with restaurants, food producers, farmers, and chefs. The objective was ‘Personalizing the Food Movement,’ with the goal of forging connections between food practices, history and usage through profiles, imagery, and recipes. Such as a sustainable edible centerpiece of fresh herbs, subsequently dried for kitchen use.

Developed and managed the Headwater Menu Page, a blog dedicated to recipes, tips, and tutorials. This was also a space for the broader Headwater team to share their knowledge, passions, and recipes. The Headwater Menu Page was the most popular content on the site and grew traffic by upwards of 30%.