The idea is nothing new, actually it is already quite popular in Estonia. It involves direct marketing of local (Järva county) farm products (talukaup in estonian) to local, people of Paide town.
But it is not just marketing, it is also a club, where farmers can make presentations about their products. Also lectures and workshops (incl cooking) are planned. We have small community coffee, where different local chefs can practice and which is working with the help of volunteers.
The aim of these activities is to value local resources, incl food and to help local community to become more viable.
FarmFoodClub webpage (in estonian): http://talukaup.jarva.ee
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