At IC Media, we specialize in connecting people to the resources they need to succeed. This year, we collaborated with Northern Nevada Public Health to tackle the challenges food entrepreneurs face in Washoe County. Our solution was the Food Business Resource Fair, a hands-on, accessible event designed to simplify licensing and permitting processes for local food businesses.
We partnered with key agencies and organizations to create a centralized hub of resources. To ensure inclusivity, our multicultural outreach strategy incorporated bilingual media campaigns, strategic interviews, and partnerships with community organizations. This approach drew a diverse crowd, offering bilingual guidance on licensing, application support, and on-site pre-inspections for food trucks and carts.
The fair welcomed nearly 300 entrepreneurs, facilitated pre-inspections for 15 food trucks, and provided practical tools to help businesses grow.
The Challenge
Navigating the requirements to start or expand a food business is often overwhelming. Licensing, permits, and health regulations can feel like a web of red tape. These challenges are magnified for immigrant entrepreneurs who face additional barriers like language access and unfamiliar systems.
Nevada’s recent street vendor law added even more layers of complexity, leaving many unsure about how to comply. IC Media recognized the need to create a solution that simplified the process while making resources accessible to all.
The Solution: Food Business Resource Fair
We created the Food Business Resource Fair as a centralized and bilingual event to address the unique challenges of food entrepreneurs. By bringing together partners from state, city, and county agencies—along with small business advocates—we offered tools, guidance, and opportunities to move forward with confidence.
Key Outcomes
- Strong Turnout: Nearly 300 entrepreneurs attended, far exceeding the initial goal of 70, demonstrating the high demand for clear, accessible support.
- On-Site Pre-Inspections: Mobile food vendors received pre-inspections for their trucks and carts, saving money and helping them get closer to being operational.
- Bilingual Resources: Recognizing that 75% of attendees were Hispanic or Latino, we prioritized Spanish-language presentations and on-site translation to ensure effective communication and support.
Building a Stronger Community
The fair was more than a logistical solution—it was a moment for local food entrepreneurs to connect, learn, and take steps toward their goals. Attendees left with practical knowledge, a better understanding of the process, and a renewed sense of possibility. Survey responses reinforced the value of the event, with many calling for future programming to help them grow even further.
IC Media’s Role
IC Media led the event from concept to execution, ensuring it met the needs of our diverse community.
- Event Design: We created an approachable format that combined education, hands-on support, and networking opportunities.
- Targeted Outreach: Our bilingual media strategy delivered 420,000 impressions through radio, TV, and social media ads, engaging audiences across platforms.
- Collaboration: We worked with over a dozen agencies, from local fire departments to small business resources, to provide a well-rounded experience.
- Media Relations: Our team secured extensive bilingual coverage, drawing attention to the event and driving participation.
- On-Site Coordination: From managing logistics to offering translation services, we ensured the event was smooth, accessible, and impactful.
Results & Feedback
The event exceeded expectations, with strong attendance and overwhelmingly positive feedback. Attendees expressed interest in follow-up resources, including workshops on financing and food safety, showing the ongoing need for accessible programs.
Conclusion
The Food Business Resource Fair demonstrated IC Media’s ability to create meaningful, community-focused initiatives. By addressing linguistic and cultural gaps, we’re helping food entrepreneurs build stronger, more sustainable businesses. This is just the beginning—we’re committed to continuing this work, helping entrepreneurs turn their culinary ambitions into thriving ventures that enrich Northern Nevada’s food scene.
KTVN: Food Business Resource Fair
KOLO: Resource Fair to support food vendors
Latinos de Nevada: Facebook Live from Food Business Resource Fair (link) (link)