Concessions at the Super Bowl Sunday, for the first time, will serve organic food, sourced through Farm Aid, the music-industry-backed group that supports American farmers.
The chili on offer at Lucas Oil Stadium in Indianapolis "will be the first organic concession items sold at a Super Bowl," according to a statement Friday from Farm Aid.
Co-founded in 1985 by Willie Nelson, Neil Young and John Mellencamp, with Dave Matthews later joining its board, Farm Aid has raised more than $39 million during the past 26 years to keep American family farmers on their land. The funds are raised by activities including annual benefit concerts, most recently a 2011 event staged at Livestrong Sporting Park in Kansas City.
Homegrown Concessions, a brand offshoot of Farm Aid, will provide chili at the Super Bowl comprised of ingredients from four family farms: pork, beef and beans from farmers in Indiana, and chili from farmers in New Mexico.
For those seeking to promote the business of America's family farms "food service in the entertainment business is the last frontier," says Farm Aid associate director Glenda Yoder (Billboard, Nov. 19, 2011). "You can feed everybody this food. Years ago, the supply chain didn't have [the capacity]. The supply chain has it now and we've shown it can be done."