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RFP: Massachusetts Farm to Summer Video Series

Project Name:  Massachusetts Farm to Summer Video Series

Client Name:  The Department of Elementary and Secondary Education, the Child Nutrition Outreach Program and Project Bread, and Mass. Farm to School 


The Massachusetts Department of Elementary and Secondary Education (ESE), the Child Nutrition Outreach Program (CNOP) at Project Bread, and Mass. Farm to School invite qualified digital story production vendors to submit proposals for the creation of three (3), three-minute videos depicting the process of procuring, preparing, and marketing local produce in reimbursable summer meals through the Summer Food Service Program (SFSP). Applicants should be experienced in producing engaging digital campaigns, filming video segments both indoors and outdoors, and editing and formatting video for the web.


The SFSP is a federally-funded nutrition program that provides youth aged 18 and younger with a free meal throughout the summer at approved, income-eligible locations across Massachusetts. The SFSP is administered by Massachusetts ESE with assistance from CNOP. At the community level, sponsors provide reimbursable meals either by preparing the meals themselves or having them delivered through a vendor. Sponsoring organizations may include YMCAs, Boys and Girls Clubs, schools, religious organizations, community organizations, and others.

In 2016, ESE introduced Farm to Summer (FTSum), an initiative which promotes incorporating more locally-grown foods into reimbursable summer meals. FTSum was introduced through online and in-person trainings to SFSP sponsors and summer program site staff. Additionally, as part of their efforts to support SFSP sponsors who were interested in FTSum activities, ESE produced a brief presentation that sponsors could use when discussing FTSum implementation with their site staff or procurement teams.

The video series projected in this RFP will complement the currently available materials and create a robust set of resources for sponsors looking to get involved with or build on their FTSum program. The three projected videos are part of a larger USDA-funded grant which aims to increase participation in FTSum activities in Massachusetts by 25% between 2018 and 2019. We have designed a two-pronged approach to increase participation in FTSum activities:

1. The project team will work with a videographer to produce three (3) videos for school-based SFSP sponsors. These videos will seek to educate SFSP sponsors on how to participate in FTSum, and specific ways to incorporate FTSum activities into summer sites.

2. ESE will award mini-grants to school-based SFSP sponsors in order to assist them in starting or expanding any FTSum efforts.

In order to assess our progress towards meeting this goal, the project team will develop metrics to accurately measure FTSum participation; the data collected in Summer 2018 will serve as the benchmark value of FTSum participation. The team will use these data to examine the change in FTSum participation as a result of the videos and accompanying content.

The Project

Concept: The series of videos will highlight three (3) local foods harvested in Massachusetts during the summer months. The videos will share the same structure, in which they follow a different fruit or vegetable through the procurement, preparation, and promotion process. We have identified some potential strategies that can be included in the videos:

Content: Massachusetts Farm to School staff, ESE staff, and CNOP staff will use their collective expertise to develop a script for the videos. The videographer must provide creative insight and industry expertise to help create an engaging and compelling storyline. The videographer will work with the CNOP, ESE and Mass. Farm to School team to establish the final storyline and script.

Execution: The videographers will film in July and August, 2018 at SFSP sites which are incorporating local food on their menus; in addition, footage will be shot at farms, cafeterias, and kitchen spaces where Project Bread chefs will demonstrate produce preparation techniques.

Audience and Message

This project aims to create videos that will be used as training resources for the 52 school-based SFSP sponsors in Massachusetts and their staff. The video series is intended to reach sponsors already participating in FTSum to help them increase the amount of local produce they are sourcing. School-based SFSP sponsors are in a prime position to incorporate local foods into reimbursable meals as their program operations coincide with the harvest season. Additionally, as youth are regularly present for these feeding opportunities, sponsors have a captive audience to provide learning activities related to food and nutrition.

The videos and accompanying resources will equip sponsors and their staff with state-specific strategies and best-practices for sourcing more local food and remaining on budget, utilizing the available kitchen equipment, keeping prep time low, and meeting the requirements for a reimbursable meal.


The goal of this project is to increase Massachusetts sponsors’ participation in Farm to Summer (FTSum) activities by 25% between 2018 and 2019. The videos will help meet that goal by providing sponsors interested in learning how to incorporate local food in summer meals with information and real-life examples. Additionally, these videos will serve as tools for local champions in their efforts to advocate for the incorporation of local or regional foods in SFSP.

Key Deliverables

The videographer or video team must attend at least two (2) meetings with ESE, CNOP, and Mass. Farm to School staff to establish a plan for producing the videos and to finalize the script. The videographer will also work closely with the Project Manager to coordinate filming at SFSP sites and other locations. In addition to close collaboration on the script and video plan, the videographer will produce three (3) three-minute webready videos by Monday, December 3rd, 2018.

Response Requirements

Only complete proposals will be considered. Complete proposals will demonstrate an understanding of our request and must include:

Additionally, we would like your thoughts on the following questions relative to this project:
  • What projects have you completed that have prepared you for this project in particular?
  • Relative to the details of this RFP, what do you see as the division of tasks between your team and ESE, Project Bread, and Mass. Farm to School?

Preference will be given to videographers or video teams that are located within Massachusetts/ New England area. Please submit a proposal responding to the questions above along with the three relevant work examples and two client references. Proposals and supplemental materials can be sent to the Project Coordinator, Jordan Smith, at with the subject “FTSum Proposal”.

RFP Process

  • Friday, December 08, 2017 5:00 PM — Proposals due by email
  • Tuesday, January 2- Thursday, January 11, 2018 — Interviews completed
  • Monday, January 15, 2018 — Award of contract
  • January 2018- April 2018 — The videographer will work closely with the Project Manager and the rest of the ESE, CNOP, and Mass Farm to School team to establish a plan for the video series as well as a script.
  • May 2018- June 2018 — The videographer and Project Manager will coordinate with school-base SFSP sponsors, Project Bread chefs, and other organizations and individuals featured in the videos, to schedule time to film FTSum activities.
  • July 2018- August 2018 — The videographer will film all segments for the three videos during the months of July and August.
  • September 2018- November 2018 — Videographer will edit the footage and finalize production of three (3) short videos. The final videos, in a web-ready format, will be due on Monday, December 3rd, 2018.
  • December 2018 — The Project Manager will publish the videos to the CNOP and Mass Farm to School websites and consult the videographer with any questions. The videographer will be contracted through Monday, December 28th, 2018.

Questions About this RFP