Evaluation

Over Farm Market

I am pleased with my final 8 images as I feel it portrays the narrative of Over Farm Market. I enjoyed working in the relaxed atmosphere of the farm and shop, as all the workers and customers came for the calm nature of the area, and as it is out of the way from normal shops, are obviously passionate about the produce or the activities to come here.

I found working with film challenging at times, as it was out of my comfort zone, normally working with digital. Using the Pentax K1000 , the camera was relatively small so I could carry it easily and wasn’t intrusive. I decided to work on 35mm film as I felt the rectangular shape complemented the subject better and the cameras are smaller. I found working with a manual camera made me think more about each shot I was taking as I didn’t want to waste any, and also made me concentrate on the exposure and focus considerably more as this cant be changed afterwards. But manual focusing with the dial for a shot that needs to be taking in the moment was difficult as it takes time to make the process happen. When I processed the negatives, I didn’t feel rewarded by the images. I had to change after 4 rolls of film from Rodinal which I had chosen, to D-76 as the university has run out of Rodinal, which slightly changed the aesthetics of my negatives as they produce a different contrast. I only felt like the images came to life when I printed them on paper, as I could hold them and appreciate the composition. But this is an expensive and time consuming process, so I couldn’t do it for all the images I would’ve liked, and stuck to making the final 8. As I split graded all of my prints, as I felt I had more control this way, so the process between RC and FB paper was the same, apart from the later processes of washing and flattening.

The final 8 images balance the workers, customers and produce/local products they sell at the farm. It presents all aspects of the sustainability on the farm. I am pleased with the edit I have chosen, after adjusting it several times, as I wanted to perfect the final result as I had spent a lot of time printing them. If I had a larger edit I would’ve included more produce prints as these are aesthetically pleasing and print well due to the often high contrasts.

I appreciate that the negatives are more sustainable for archival terms, but I feel environmentally due to the processing chemicals and time consumed printing, with the printing chemicals it is more socially, environmentally and economically sustainable to work in digital.

Although I enjoyed working on film as a change from digital, for Documentary purposes I would still work on digital as the work flow is quicker and the results are more efficient. I would work with Over Farm Market again as I enjoyed the atmosphere, and how helpful the staff and friendly the customers were.

 

Over Farm Market Final

Chloe Lomax
April 2017
Sustainable Communities: Over Farm Market

Over Farm Market was established in 1982 as a farm shop in Gloucester. Open seven days a week, you can find seasonal fruit and vegetables grown on their on-site farm, as well as local and British ware. They also hold seasonal events, and have a venue barn which holds events such as weddings and festivals.

They pride themselves on selling fresh farm grown produce with zero food miles. They keep their carbon emissions down by having one man that works on the farm. Each morning, the in-store workers will see what produce they need in the farm shop, and the farm hand will pick it from the fields. In the butchers, they provide local meats. They sell cow meat from Hewlett’s at Westbury-on-Severn, just 8 miles away, and they source their lamb from Churcham, a neighbouring village, just 4 miles away. They buy other products from markets in Birmingham, Bristol and Gloucestershire, hoping to support individual sellers and keep all their products sustainable. Only importing produce which is necessary, such as out of season fruit or vegetables, the majority of the store products are locally sustainable. Any leftover produce then gets used in the on site deli, keeping the loop closed.

Over Farm customers are mainly local, but they enjoy having customers from outside of Gloucestershire, such as London, as it is something they do not have in their area. This means they tend to buy more produce, and feel the reward of buying sustainable products. But as the generation of supporters that Over Farm started out with get older, they are now trying to re-gain supporters of a younger generation. They do not believe current 20-30 year olds have enough sustainable motivation, but they hope the next will. They hold work shop days for 8-10 year olds from schools, to inspire them to cook using local produce.
The petting zoo on the farm attracts visitors of all ages, so they like to keep the animals adventurous such as ostriches, to ensure the animals aren’t something customers will see on a normal basis. When they hold events, the money goes towards the upkeep of the barn, but this complements the farm shop by bringing in custom. Currently the barn has government funding for the upkeep as it holds historic buildings, such as the old milk parlour.

Scanning

Here is an example of a before and after scan. The first image is the original negative scan, and the second has been adjusted on photoshop. I didn’t want to change the image in any way, just improve the quality. Here you can see the minimal adjustments, such as removing hair/dust marks, and adjusting the levels to get more boost out of the contrast. I then added my metadata before uploading online.

Final Printing

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I split graded all of my final prints as i feel i have more control over the final result this way. When printing on one grade, it is difficult to increase the contrast between the tones without compromising one or the other. By dealing with the tones separately i could handle any greyish prints myself.

I changed to creating full bleed prints as i found the borders unnecessarily fidly, and i decided that I liked the full bleed frame as it draws all the attention in to the image instead of looking aesthetically pleasing. As full bleed i feel they look more documentary style instead of having an artistic affect.

I chose my favourite images to print on Fibre Base paper as i wanted to see them in the best condition. I chose the carrots as i like the pleasing composition, and the pig because of the subject matter. As i split graded everything, it was the same process apart from having a longer wash.

Adjusting the edit

After printing my chosen final 8 images, i wasn’t happy with several of the prints. As i already knew, the prints can be problematic and look different from the scans. I looked back on all the images i liked on the print outs, and lined them up with images that mirrored the same point in the narrative.

IMG_2733I had chosen the top photograph here as my establishing shot. But due to the indoor & outdoor lighting, it was very difficult to print. I used black card templates to cover the indoor area when exposing for the outdoor, but i still couldn’t get the print right. After 6 attempts, i decided to use the mirroring photograph of a close up of the vegetables. This image still presents the ‘Fresh Farm Goods’ and states that it is grown in their fields, so provides context to the farm and shop.

I then changed the meat image, as the seasoning made it look rough and out of focus. I changed it to the top image, after printing the one below also. I found the logo on the top was informative and presented that people worked in the area. As i added this, and presented the workers, i removed the image of the girl at the counter as i felt it was repetitive.

The photographs of the shoppers indoors were very dark, and even on a test strip i saw that the light bouncing off the counters created large white areas on the prints. I removed these images and replaced them with the image of the jam jars, to provide context that they don’t just sell fresh produce, but local products.

I found the portrait looked staged compared to the rest of the images, but i wanted to keep an image of Barry as he runs the shop and provided the interview text. So i used an image of him working, which also displays a wider view of the shop.

I also used both images of the pig and the mother and son, as i felt this balances out the farm shop to farm proportion, and also presents the petting zoo which hadn’t been included. It complements the pig to make it seem like the pig isn’t going to the butchers.

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Final Edit

Contextualising Statement

I wrote my contextualising statement based on the information i had gained from my interview at Over Farm Market, and also information from their website. I wanted the text to be informative in a way they couldn’t find online, so i tried not to use too much from the website. The main body of the text is from the interview, which has facts on local produce and customer types.


Chloe Lomax
April 2017
Sustainable Communities: Over Farm Market

Over Farm Market was established in 1982 as a farm shop in Gloucester. Open seven days a week, you can find seasonal fruit and vegetables grown on their on-site farm, as well as local and British ware. They also hold seasonal events, and have a venue barn which holds events such as weddings and festivals.

They pride themselves on selling fresh farm grown produce with zero food miles. They keep their carbon emissions down by having one man that works on the farm. Each morning, the in-store workers will see what produce they need in the farm shop, and the farm hand will pick it from the fields. In the butchers, they provide local meats. They sell cow meat from Hewlett’s at Westbury-on-Severn, just 8 miles away, and they source their lamb from Churcham, a neighbouring village, just 4 miles away. They buy other products from markets in Birmingham, Bristol and Gloucestershire, hoping to support individual sellers and keep all their products sustainable. Only importing produce which is necessary, such as out of season fruit or vegetables, the majority of the store products are locally sustainable. Any leftover produce then gets used in the deli, keeping the loop closed.

Over Farm customers are mainly local, but they enjoy having customers from outside of Gloucestershire, such as London, as it is something they do not have in their area. This means they tend to buy more produce, and feel the reward of buying sustainable products. But as the generation of supporters that Over Farm started out with get older, they are now trying to re-gain supporters of a younger generation. They do not believe current 20-30 year olds have enough sustainable motivation, but they hope the next will. They hold work shop days for 8-10 year olds from schools, to inspire them to cook using local produce.

The petting zoo on the farm attracts visitors of all ages, so they like to keep the animals adventurous such as ostriches, to ensure the animals aren’t something customers will see on a normal basis. When they hold events, the money goes towards the upkeep of the barn, but this complements the farm shop by bringing in custom. Currently the barn has government funding for the upkeep as it holds historic buildings, such as the old milk parlour.

Word count: 383