ONEOTA COMMUNITY FOOD CO-OP
ABOUT
Since its humble beginnings as a food buying club in 1973, Oneota Community Food Co-op has been an enduring symbol of community collaboration and sustainability in Decorah, Iowa. Originally formed by a group of locals to procure natural foods in bulk, the Co-op has grown exponentially over the decades. Today, it operates as a 6,000-square-foot store offering a wide array of local, organic, and bulk foods, alongside a thriving wellness department, sustainable gifts, and a delicious deli. With over 5,000 member-owners and an “everyone welcome” ethos, the Co-op is deeply embedded in Decorah’s identity as a hub for local and sustainable living.
The Co-op’s impact extends beyond its doors. It serves as a regional destination for those seeking ethically sourced, environmentally friendly products and has been pivotal in attracting new residents to Decorah. With 26% of its 2023 sales attributed to local partnerships, Oneota Co-op directly supports regional farmers, artisans, and businesses, fostering a thriving local economy and enhancing the area’s appeal as a tourism destination.
opportunities
In 2023, Oneota Co-op received a grant from Travel Iowa with a specific set of goals:
Showcase Local Partnerships: Highlight the Co-op’s role as a key connector between local farmers, businesses, and consumers.
Promote Decorah as a Destination: Use the lens of the local food system to attract visitors and position Decorah as a vibrant, community-focused town.
The grant required the Co-op to develop a video series that celebrated these partnerships and captured Decorah’s essence as a tourism-friendly location. These videos needed to combine storytelling with stunning visuals, ensuring they resonated with both locals and visitors while staying true to the Co-op’s values of warmth, sustainability, and community connection.
Finding the right media partner was essential. The Co-op sought a team that could align with their mission, bring their vision to life, and create content that authentically represented Decorah and its unique culture.
SERVICES PROVIDED
Elevate Media Group came to the forefront through a combination of word-of-mouth recommendations and an engaging online presence. After exploring Elevate’s website, Oneota’s team appreciated the personal and approachable tone of the “About Us” section, which featured fun details about Elevate’s team members. This connection, along with Elevate’s proven track record in producing compelling video content, led to a partnership built on trust and shared values. Elevate’s scope of work for this project was comprehensive, involving multiple stages of pre-production, production, and post-production:
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Collaborated with the Co-op to outline a narrative structure based on the theme of a plant’s life cycle: roots, growth, and bloom.
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Filmed interviews with local farmers, business owners, and community leaders using a two-camera setup for a polished, professional look.
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Captured stunning aerial shots of local farms, businesses, and Decorah’s picturesque landscapes to highlight the region’s natural beauty.description
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Focused on animals, plants, and natural light to emphasize the warmth and vitality of the Decorah area.
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Produced seven videos, including six three-minute features on local farms, businesses, and organizations, as well as an overview video that showcased the Co-op’s impact.
PROJECT
GRANT VIDEOS
Elevate’s approach emphasized deep collaboration with the Co-op to ensure the story felt authentic. Key questions, such as “What do you want the audience to feel at the end of the video?” and “If you had to describe this project in one word, what would it be?” helped refine the narrative focus. Through these conversations, the “life cycle of a plant” theme emerged as a natural fit, aligning with the Co-op’s emphasis on growth, sustainability, and community.
Elevate’s time in Decorah was memorable, with the team praising the town’s warm, welcoming atmosphere and the incredible people they met during filming. From scenic farms to bustling local businesses, every aspect of Decorah contributed to making this project special.
Local Partnership Videos: Elevate produced six videos, each spotlighting a different farm, business, or organization connected to the Co-op:
Luna Valley Farms: Showcased sustainable farming practices and its role in supplying fresh produce to the community.
Vesterheim Museum and Cultural Center: Highlighted its partnership with the Co-op in celebrating Decorah’s rich cultural heritage.
Seed Savers Exchange: Explored the organization’s work in preserving heirloom seeds and promoting biodiversity.
Sweet Seasons Farm: Focused on their contribution to the local food ecosystem.
Blazing Star: A local restaurant sourcing ingredients through the Co-op, emphasizing the farm-to-table philosophy.
Impact Coffee: Combined footage of its role as a local coffee shop and its efforts as a distributor of sustainably sourced beans.
Overview Video: The centerpiece of the project, the overview video, was crafted around the metaphor of a plant’s life cycle:
Roots: Celebrated the Co-op’s origins and the foundational role it has played in the community.
Grow: Highlighted partnerships with local businesses and the Co-op’s initiatives to support other organizations through grants and collaboration.
Bloom: Painted a broader picture of Decorah as a vibrant, welcoming town where the Co-op is an integral part of the local culture and economy.
Results
As the videos are now being shared across platforms, the project’s full impact remains to be seen. Anticipated outcomes include:
Strengthened Local Connections: Deepening relationships between the Co-op and its partners.
Tourism Boost: Drawing attention to Decorah as a destination for sustainable living and community-focused tourism.
Enhanced Awareness: Highlighting the Co-op’s vital role in Decorah’s economy and culture.
Client Testimonial
“We contracted Elevate for a series of videos representing not only our organization, but the sense of community cooperation, and natural beauty, that draws people to NEIA. We received a grant from the Iowa Tourism Council. I couldn’t recommend Elevate more! They’re professional, practical and highly creative storytellers.”
Conclusion
The Oneota Community Food Co-op’s collaboration with Elevate Media Group exemplifies the power of storytelling in showcasing the interconnectedness of a community. By blending beautiful visuals with heartfelt narratives, Elevate brought the Co-op’s mission to life, creating a lasting tribute to Decorah’s local food system and its role in fostering a thriving community. As these videos reach wider audiences, the Co-op’s impact is sure to grow, much like the roots, growth, and bloom they so passionately champion.
VIDEO
DIGITAL MARKETING
WEB DESIGN
GRAPHIC DESIGN
DRONE
SOCIAL MEDIA
PHOTOGRAPHY
VIDEO DIGITAL MARKETING WEB DESIGN GRAPHIC DESIGN DRONE SOCIAL MEDIA PHOTOGRAPHY
Elevate offers a comprehensive range of services to meet all your creative and marketing needs. From professional video production and stunning graphic design to cutting-edge web development and effective digital marketing strategies, we have the expertise to bring your vision to life. Additionally, our drone services provide unique aerial perspectives that can elevate any project. Whatever your needs, Elevate is here to help you achieve your goals.
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