What I love about this concept is it makes a societal statement in a very sculptural way. What is typically a space for consumer advertisement can be "taken back" to raise public awareness. I struggle because I want to make this concept more functional, thus more relevant, but I also think it is pretty powerful as is.
With that said, I think it could be cool to connect communities in a friendly competition.. maybe a sister city competition where you can go online and track the development and growth of a different community's "billboard". This could be a way to raise global awareness as well as local awareness. I think adding a connection with other people, networking it in some way or crowdsourcing help could add another layer onto this concept.
Rad! What if families and students could sign up for a school's food fair? It could be similar to a book fair, in that you can preorder food and pick it up when the event happens at your child's school. Maybe there could a food of the month component where a different food is highlighted each month. The child receives a lesson on how the food is grown, stored, and cooked. They can then take some home to practice with their family. Maybe it becomes a game, where after 9 months they graduate to the next level? This could make it more fun and an educational aspect to the concept.
This is a great way to close the gap for the community. Chefs are already sourcing locally, so why not inspire citizens to do the same? I'd love to see a low income build onto this idea. Alot of times farmer's markets bias towards the middle class. Maybe a chef guesting at a community market? Anything to spread the message outside of the current target.