Goatacado Interview

For my Food for Thought blog project, we are required to interview somebody. There have already been several interviews from the people involved with the Food Pantry, so I decided to choose a local food cart that started a couple of years ago. I’ve always really liked their look, and their logo, so that’s what I set out to find. Here are a couple of pictures of them, their food, and their look:

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Unfortunately, I recorded a video of the interview, but my camera wasn’t working right and kept cutting off at points during the interview, so only part of it recorded (still uncertain why it did that). I’ll probably post the longest parts of the interview later, but for now, I’ll post the interview Q&A. Through my notes and the video segments, I’ve recorded as accurately according to the interview as possible.

When did Goatacado start?

“Two years ago on Earth day, we got involved with a lot of the events there, and just, things started taking off from there.”

How did you all come up with the name?

“The name actually came from the nickname of the owner, a grandpa, the old goat, and that wasn’t quite fitting enough, and we wanted to use avocado in everything so it wasn’t really a good name in and of itself, but it works. And we called up a good friend of ours, Jordi Tropp (one of the menu items, the Mountain Tropp, is named after him), and he made it happen with the logo.”

Why did you want avocados to be an important part of the logo?

“They are really good and good for you and that’s kinda what we’re about. That middle ground of what’s good and good for you.”

How did you come up with the design for the logo? Were there failed designs for it?

“Honestly no, it was all very spontaneous. I mean we just ran with it, kind of a company policy really. Get something that works and go with it.”

What do you want your image to be? What do you want customers to think of when they think of Goatacado?

“It’s a group of friends first and foremost, and it’s very much community based. Any time we see people doing things are awesome we try and help them do them and they usually reciprocate. Also looking out for the environment, we compost our food scrapes, we use biodegradable bowls, and just do as much as we can.”

So is your food all-natural?

“Well I guess that depends how you define all natural.  Avocados are hard to source locally, but we try and source locally as much as we can. I actually grow Arugula a lot myself, and we get a lot of our food from Origin Farm here in Richmond. We try and look for local whenever possible.”

So you paired with Lamplighter?

“Yeah, they really helped us out when we were small and I think that was just from the owners of that company really liking the type of people that work here, and they’ve been nothing but helpful for us. And their product is awesome which is what we’re all about, it’s all about organic and fair trade, and it’s a pretty good pairing of businesses.”

Was the person who created the first logo the one who altered the Lamplighter logo?

“No, actually, the alteration of the logo was actually done by another person, our friend Brian, and he’s done a lot of our logo stuff too. We all kinda have a hand in everything and everyone has a say in the final product. Anything you see in print has been discussed by everybody before it came to print, it’s definitely a team effort. Brian did this alteration here, and he’s been doing all the print work.”

What’s his last name?

(NOT A QUOTE) I met Brian later that day and when I asked, his response was, “You know I’m not even really sure. Different sides of my family pronounce it differently.” So, that is a mystery lost to time.

Do the people working at Goatacado have an artistic background?

“I think, not necessarily an artistic background, but I think everyone has an artistic eye, and an eye for aesthetic. Like I said, everything really gets discussed through and through by the whole group before it comes into being. Brian actually graduated here from the school of advertising and Ian graduated with a philosophy major or religious studies I believe…Just the purpose of aesthetics I think.”

That cart really does have a very clean and Earthy feel to it. Was that purposeful?

“I think it’s just what we’re drawn to, we don’t have a specific set of guidelines or anything, I think it’s just what we think looks good. We tend to think there’s a lot of like minded people, but yeah, we tend to stick with like, we like the contrast between stainless steel and wood, and we tend to stick with earthy tones.

Why did you decide to create a logo? There are other food carts that just have the name on them, why did you go one step further?

“I think it makes what we do specific to us. All of our items aren’t too far from normal, but you cant really find anything that we do anywhere else exactly. We kinda just try and have our own way about us, and I think the image goes along with that. I think it’s worth it to have an identity that helps you stick out.”

So kind of like, I don’t want to say a brand because you don’t seem corporate, but just something to help distinguish you from others?

“Yeah, it’s not a brand in the sense of, we’re not trying to corral people or anything like that, but it is definitely, we’re trying to create an image that’s is ours, and seems to ours, and is inherently ours.”


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