As more and more hosts seek to incorporate local, eco-friendly elements into their events, farmers markets are becoming valuable places for menu items, inspiration, and even decor. For last week's press launch of beauty products Yes to Tomatoes and Yes to Cucumbers, the production team went one step further—using items from the nearby Union Square green market to create a mini farmers market for guests to shop.
Expanding on its existing beta carotene-based Yes to Carrots line, Israeli company Yes to Inc. is launching a new collection of skin and body lotions, gels, shampoos, and conditioners made with organic fruits and vegetables. So setting up a market at a luncheon for beauty editors seemed like a natural way to highlight the ingredients and offer a fun activity as well as edible take-home items. Held at Home Studios last Wednesday, the lunchtime event drew 40 editors and also included a cooking demonstration by Deborah Racicot, the pastry chef at Gotham Bar & Grill. PR agency Lippe Taylor Brand Communications conceived, managed, and executed the event, overseen by Yes to Inc.'s C.E.O. Ido Leffler.
Using baskets and crates donated by the Union Square Greenmarket as well as wooden tables, stalls, and other farmers market-style furnishings from Eclectic/Encore Props, the production crew set up three stations—one for each of the tomato-, cucumber-, and carrot-based lines—filled with flowers, fresh produce, and the various beauty goods. Editors shopped this mini market, filling bags with as many fruits and vegetables as they could carry, and learned more about the products from brand representatives stationed at each section. (The leftover food was donated to a local fire department.)
Chef Racicot's live cooking lesson provided another unusual tie-in at the event, showing attendees how to make quiche and why the ingredients (also found in the products) are good for the body and skin. Caterer Annette Aaron supplied the full spread for the luncheon, with staff dressed as farmers in boots, aprons, and plaid shirts serving nutritious nosh like glazed baby carrots with honey and nutmeg over braised endive and carved cucumber cups filled with Thai chicken salad and green onions.
Along with their bag of fresh produce, guests also received a gift bag with products from the new lines, press materials on a portable USB drive, and an indoor gardening appliance with seeds to grow vegetables.
