Illinois Farm Families’ (IFF) is a coalition comprised of representation from Illinois Farm Bureau, Illinois Beef Association, Illinois Soybean Association, Illinois Corn Marketing Board, Midwest Dairy, and Illinois Pork Producers Association. IFF’s mission is to work together to create confidence in Illinois farming practices and build trust in Illinois farmers among consumers, particularly Chicago parents. The Love Fridge is a Chicago mutual aid group grounded in food, working to place community refrigerators across the city to support food access for those in need. The Love Fridge Chicago Project took a unique and strategic approach in IFF building trust with consumers and Chicago parents by making a connection with Chicagoans through demonstrating IFF’s shared interest in nourishing the community while working against food waste, caring for families, and fostering a sense of community. 

To demonstrate the shared values between city and farm families, IFF deployed Illinois farm families and farmers who volunteered to visit Love Fridge locations and stock the community fridges with IFF-branded donations representing all the coalition commodities. Examples of items included dairy milk, cheese, yogurt, cornbread stuffing mix, tofu, shelf-stable bacon, and pre-cooked beef roast. Their journeys were self-captured via videos and photos which were then shared on IFF Facebook and Instagram platforms. The campaign kicked off at the end of January and continued through Valentine’s Day with messaging that encouraged followers to help “spread the love” or “share the love” and join in making donations if they can.