Nov.-Dec. 2011 - Maryland Institute College of Art

Students Design Mobile Farmers Market
COMMUNITY AND SOCIAL ENGAGEMENT 11
In the communities surrounding Baltimore’s Clifton Park neighborhood, about 27,500 low-income residents have limited access to fresh fruits and
vegetables. Real Food Farm, an urban agricultural enterprise developed by Baltimore’s Civic Works, has been addressing the problem by growing crops
on a six-acre plot of land. But when it came time to get the food from the farm onto tables across northeast Baltimore, the farm called on MICA’s Center
for Design Practice for help.
After weeks of research and even some hands-on experience at the farm and markets, students developed a new visual identity that has been rolled out
across the farm’s website, stationery, advertisements, and even reusable shopping bags. The shining achievement, however, is the conversion of a former
Washington Post delivery truck into an eye-catching mobile farmers market.
For the project, an old blue box truck was transformed into a sleek market on wheels. “The goal was to incorporate a design that would increase public
awareness, entice potential shoppers, and be easy to use for both workers and customers,” said Mike Weikert, director of the Center for Design Practice.
“Everyone loves it,” said Maya Kosok, the community outreach coordinator for Real Food Farm. Kosok seemed genuinely impressed by the students’
ambition and dedication, pointing out nearly all the students involved stayed on two semesters in order to see the project come to fruition.
The mobile market shifted into gear over the fall for home deliveries and as a farm stand at local markets. It has also been stopping on the side of the road
to sell produce, much the same as an ice cream truck serves frozen treats. For students, the project was a demonstration of how design can positively affect
communities. The Center for Design Practice recently received a Sappi Ideas That Matter grant of $15,000 to continue its work with Real Food Farm.
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BUSINESS OF ART & DESIGN
(left to right) The Real Food Farm
mobile farmers market opens for
business; a young shopper has his eye
on the beets; promotional bumper
stickers available for $1.
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