Interview With George Riley, Director of Development, Red Tomato
There’s no question what this organization is all about — the perfect, ripe tomato.
The mission of the Canton, Mass.-based organization Red Tomato is “connecting farmers and consumers through marketing, trade and education, and through a passionate belief that a family-farm, locally based, ecological, fair-trade food system is the way to a better tomato.” Here FundRaising Success talks with Red Tomato Director of Development George Riley.
FundRaising Success: How do you fund your mission?
George Riley: [Our mission is funded] 20 percent produce trade margin, 55 percent foundation and government grants, 15 percent individual gifts, 10 percent fees for service/consulting.
FS: What is produce trade margin?
GR: As far as produce trade margins, we are an unusual organization in that part of our mission is to be involved in what we call “market-based change” — meaning one of the things we do is actively promote and sell produce in the marketplace on behalf of the network of growers we represent. This gives us a “real-world” laboratory for research and development; provides real income to the farmers and access to great produce for our retail customers; and it provides some income — “trade margin” — to help offset the costs of doing this type of work.
FS: What are the biggest challenges Red Tomato faces as far as fundraising is concerned?
GR: Our biggest challenge is to expand the percentage of income from individual gifts, and decrease our reliance on grants.
FS: Do you foresee any big changes in the way you reach potential donors and other supporters in the near future?
GR: We intend to focus more on potential donors who are really passionate about fresh local food and family farms, and who understand the need to change our food system.
FS: How would you describe your fundraising philosophy?
GR: Not everyone understands or cares about what we do. We want to find those few who do care, and bring them into our family.
FS: Are you engaged with social-media sites like MySpace, Facebook etc., and other online social networking?
GR: This is an area we are just beginning to explore. We’ve spent much of the past few months doing a complete overhaul of our Web site, which will give us some of the capabilities to handle social networking.
FS: Can you describe a recent, successful fundraising effort?
GR: We held a Farmer Appreciation Dinner at a beautiful Botanic Garden, to celebrate 10 years of Red Tomato’s work and the talented farmers who guide our work.
FS: Any future fundraising plans?
GR: This time of year is great for farm tours. People who can see a farm firsthand and talk to the farmer come away with a new appreciation for what it takes to grow and market local food, and can experience Red Tomato’s vital role in that process.
FACTS BOX
Red Tomato
1033 Turnpike St.
Canton, MA 02021
781.575.8911
Staff: Ten employees with one dedicated to fundraising.
Annual Operating Budget: $965,000
