The local food movement aspires to create close associations between consumers, communities, and the peoples and lands that produce the foods they eat. Drawing on over five years of ethnographic research, the speakers will consider how the value propositions underlying local food are and are not being conveyed through visual narratives. Pieces from the collection will be used to illustrate the unmet promise of integrating visual analogies and metaphors into local food marketing strategies.

Matthew Mars is Associate Professor of Leadership and Innovation at the University of Arizona College of Agriculture and Life Sciences. Matthew’s research focuses on how entrepreneurial logics and strategies become embedded in and influence academic cultures, community development initiatives, and social movements. Dr. Mars has published in a range of academic journals that include Agriculture and Human Values, Community Development, Higher Education, Journal of Higher Education, Journal of Management Inquiry, Minerva, Review of Higher Education, and Rural Sociology.

Hope Jensen Schau is an Eller Professor of Marketing at the University of Arizona’s Eller College of Management. Hope’s research focuses on market practices, consumer journeys, brand building, integrated marketing communications, the impact of technology on marketplace relationships, and collaborative value creation. She is President-elect of Consumer Culture Theory Consortium, an Associate Editor at the Journal of the Academy of Marketing Science, an Area Editor for the Journal of Public Policy and Marketing and the Journal of Business Research.

This lecture is part of our “At the Table” Speaker Series in conjunction with “The Art of Food” exhibition. It will also be held virtually on Zoom. The link to register is listed below.

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