Where art, food, and community align.

Project Eats believes social inequalities lead to community health inequalities, particularly lack of access to abundant fresh food. To achieve its vision of a fair society, Project EATS serves marginalized, poor, and underserved neighborhoods employing art, urban agriculture, partnerships, and social enterprise to sustainably produce and equitably distribute essential resources to those who live on low incomes.

THE CHALLENGE

In 2019 Project EATS invited Good Thinking to design a small-footprint trade show booth at the Frieze New York, among the most exclusive and significant such art fairs in the world. Linda Goode Bryant’s gallery, JAM, and its historic role in the promotion and expansion of African American artists provided the link between Frieze audiences and her current leadership of Project EATS. Bryant believes her entire life’s work is art, and she hoped to communicate that to visitors to her booth in order to promote the mission of Project EATS. Good Thinking was asked to communicate the link between Bryant’s past, present, and future. We had $150 and 11 days to do it.

THE OUTCOME

The tiny Project EATS booth attracted hundreds of Frieze Fair guests and the attention of the world press, resulting in features in the New York Times and New Yorker. Donations during the event exceeded expectations, helping build an endowment to sustain Project EATS’ mission.