I LOVE this idea! I would definitely attend such an event. I'm not sure what it is like in Australia, but I know that few Americans appreciate food and it is something that is taken for granted. Hence, the idea of bringing community together to share in the joy of fresh, locally produced food seems like a key element.
I'm wondering if the people who would be inclined to attend this event are those who already understand the relationships between food production and consumption? Of course they would be great attendees, but what about a special piece/push to build awareness for those who aren't educated about production? It appears that this market could benefit greatly from a fair like this. The event could be even more impactful if it aimed to change the habits of these people also.
Maybe taking this event to communities with less resources? What if the farmers themselves created the designs and took ownerships of distribution the food?
Definitely think English-speaking/caucasian population should be included. That is Australia, right?!
Perhaps each page could have recipes, but also an opportunity for recipe submitters to offer greater insight into their culture/heritage through a couple of sentences or answers to questions...would definitely peak someone's appetite (no pun intended!) to learn more. They could talk food, agriculture, and other unrelated topics, but making sure they include the cultural element.
And, gives the chef some good reading material why their food is cooking...
Great ideas guys in regards to the promotion question. Seems like there could be a lot of creative marketing strategies for this concept.
What about not only local artists, but the farmers themselves? Their drawings or artistic contributions could actually be a great opportunity for them to indirectly promote their businesses by telling their own stories and illustrating what fresh, home grown, small business means to them -- impacts, challenges, successes, likes, dislikes, ideas for the future etc. Even getting their children involved might be an option.
I think there is nothing more compelling than hearing directly from the producers...and empowering them in this situation...