In sharp contrast to the raucous Occupy movement sweeping across the country, a group of university students in Springfield last week drummed up substantial hype and consumer spending at a downtown dining establishment. There were no arrests, no cans of spray paint and no sitting down on the establishment’s floor – just some good, old-fashioned patronizing of Farmers Gastropub, the place of Springfield’s first Carrot Mob.
What is a Carrot Mob? Leaning on the carrot-and-stick idiom that rewards good behavior, a Carrot Mob is a global movement in which consumers use their collective buying power to encourage and reward a local business for setting sustainability priorities and practices. Some examples include upgrades to energy-efficient light bulbs or air systems, purchases from local growers, recycling and waste reduction, or minimizing carbon footprint.
Organized by a Missouri State University MBA class, this Carrot Mob targeted Farmers Gastropub 5:30–8:30 p.m. Nov. 16. The goal to bring a mob of 200 people in the doors that night was eclipsed by 6:15 p.m., according to organizers.
By the end of the night, there were 428 guests, according to Laura Duckworth, a lead organizer.
When I left at 6:30, it was the most packed I’d seen Farmers Gastropub.
There was a mix of twentysomethings and suits, live music, and food and drinks being shared. The cash register was ringing.
In exchange for the mob’s support, Farmers’ owner Bill Griffiths committed to reinvest the night’s profits into his sustainability practices. Gross profits were reportedly $2,000 more than an average Wednesday night. Griffiths recently bought an abandoned greenhouse in Ozark and is buying seeds to grow hydroponic plants for the restaurant.
The Carrot Mob seemed to me to be affirmative activism rather than radical activism in the national news of late.
“We’re not crazy people,” MSU student Michelle Bower told me. “We just want people to change. This is an easy way to give back.”
It was refreshing and sent a message in a nonconfrontational way. Not that radical activists or confrontation for good reason don’t have a place – they always will as long as freedom of speech remains.
The Carrot Mob was still outspoken with its statement. It was just one of affirmation rather than degradation. The event allowed consumers to put their dollars where their mouths are, and I can hear the capitalists cheer.
Me? I went for the local trifecta by ordering from Famers’ a Mother’s Brewery coffee stout made with Mudhouse beans.
I think the movement could stick here. Student organizers said qualified and interested businesses they’ve talked to include Andy’s Frozen Custard, Amycakes, Mama Jean’s and Gelato Mio. While the movement is better known in San Francisco, Paris and Germany, the Carrot Mob torch should be passed from Melissa Burnett’s marketing seminar class to another class next semester. There is too much to gain to let this idea fizzle.
The upshot for MSU is the potential to connect with local businesses and make a real presence, while giving students first-hand experience dealing with business owners and viral marketing. Organizers spread the word on Facebook and YouTube.
Leaving Farmers Gastropub, I looked for graffiti, litter, empty pepper spray cans or some other bit of evidence that the mob was here.
There was none to be found.
Springfield Business Journal Editor Eric Olson can be reached at eolson@sbj.net.[[In-content Ad]]
