If Think Tank is NOT Pick Fresh, What Up with this . . .

Excerpt from the SF Business Journal about Fresh Produce/Pick Fresh

Ted Heeren, co-owner of Fresh Produce, said that nontraditional advertising, which includes word-of-mouth, guerrilla and buzz marketing, is more interesting and less invasive.

 

Their concept is to pull in a talented pool of freelancers instead of hiring full-time employees. “It’s sort of an anti-agency,” Heeren said.
The cooperative leads to more original thinking, he said.
“We worked in a traditional agency,” Heeren said. “There was this lack of freedom. It seemed like there must be a better way.”

 

Q: Where would you like to see the business in five years?
Heeren: “On Madison Avenue. … Kidding. … My romantic and naive vision is that in five years we have a little farm outside of town where we develop the latest and greatest communication art of all time. We make the barn into a think tank. The silo is a studio. And when we’re done for the day, we hit the garden for some weeding. I would also like to have a few chickens out there. My dad raises a breed that actually lays colored eggs. Maybe he’ll donate a few.”
Hart: “I’m sure we’ll be in a new location. … We’re outgrowing our current home. But my hope is that five years from now, we’re developing deeper relationships with our current clients, growing right and still enjoying a small, tight-knit group of people that love to hang out together.”