To celebrate the launch of its new Farmers’ Market sauces, Prego brought a taste of farm life to city slickers.
On August 17, the popular food brand built a greenhouse-style, larger-than-life mason jar at Chelsea Plaza as part of its one-day Prego Farmers' Market Farm-in-a-Jar Experience. Visitors were able to tour the 30-foot garden, which featured hanging planters and walls covered in veggies and herbs, and taste test the new sauces. Guests could also pick vine-ripe tomatoes, snap a selfie on a tractor, and play county fair-type games.
The concept was inspired by the new sauces, which are made with the kinds of ingredients consumers would find at their local farmers’ markets.
“People are increasingly conscious of what's in their food, and while some of us travel to farmer's markets to get ahold of great, quality ingredients, most people just don't have the time. Our solution: bring the actual farm to them,” explained David Shor, creative director and partner of RND Studios, the Brooklyn-based design and fabrication studio that was tasked with designing and constructing the urban oasis.
The oversize jar, which was erected at the intersection of 9th Avenue and 14th Street near Chelsea Market, claimed some valuable (and tricky) real estate. “Constructing such a large structure overnight in a public area and in such a short amount of time was definitely a challenge," Shor said. "All of the pieces were designed and constructed using mortise and tenon joints, a process of joining wood that has been used by woodworkers for thousands of years, which helped make this build much easier.”
Three varieties of the Farmers' Market sauces are currently available in stores, with more flavors coming out soon.
