To Market: Changing Strategies for Family Farming on the Niagara Frontier

Farmers cannot survive unless people buy what they produce. The heart of this exhibition will focus on the "art" of farm marketing: architecture, signage, and display techniques that encourage people to stop, look and purchase. The architecture of farm market stands, the design of signage, and the techniques of display are not accidents. They are part of a tradition of marketing passed down, and embellished, through generations of farmers.

The exhibition includes historic photographs, maps, and advertising labels; new photography documenting farm markets currently operating in Erie and NiagaraCounties ; handmade signage suspended from the gallery's ceiling; and family inter-actives. " To Market"is designed for general audiences, educators, and students, with the hope that this fresh way of looking at farm markets will help to increase support for local growers.

Rural America: Remembering the Family Farm, Prints from the Collection of Steven Schmidt

This exhibitionprovides visitors with an historical look at the evolution of the family farm. Depicting elements of invention, architecture, and production, artists have captured the American spirit through the print medium. A hard day's work and community solidarity for the greater good create nostalgia for simpler times.

In generations past, farming communities across the United States provided a bountiful cornucopia including fruits, vegetables, grain, and cotton for textile manufacturing. America's bread basket reached far and wide, but was also central to local communities for employment , social connection, and community building. These images of the American farm evoke memories that cross generational boundaries. Centuries of regional family farming communities across the country symbolize the honor of America, the ingenuity of her people, and plentiful natural resources of rich soil and favorable climates.

These exhibitions hav been made possible by generous support from the New York State Council on the Arts, the New York State Department of Agriculture and Markets-Agritourism Initiative, with additional support from an anonymous foundation.

Both exhibitions open Friday, October 5, 2007 with a reception from 5:00 - 9:00 p.m., and run through January 13, 2008. The Castellani Art Museum of Niagara University is open Tuesday - Saturday, 11:00 a.m. - 5:00 p.m., and Sunday 1:00 - 5:00 p.m. For more information, please call 716-286-8200.