At Food Concepts, Inc. (FCI), collaboration is central to how we work with partners across the country. It also informs how we engage within the community where our company is based, through practical, intentional support.
For several years, FCI has collaborated with WayForward Resources by hosting community focused fundraising events at its Middleton, Wisconsin facility. These events, including those that ultimately evolved into WayForward’s Holiday Art Market, were designed to support food security initiatives while bringing people together around a shared purpose.
With the most recent event cycle now complete, the collective impact of that collaboration is clear.
Measured impact through shared effort
Through multiple events hosted by FCI on behalf of WayForward Resources, more than $500,000 has been raised cumulatively to support food insecurity programs serving individuals and families in the local community.
This impact reflects the combined efforts of many contributors.
WayForward Resources led the programming and mission. Local artists and makers shared their work. Community members participated year after year in support. FCI’s role was to provide space and logistical support, allowing the nonprofit to focus fully on delivering its programs.
“Strong partnerships are built on trust and shared responsibility,” said Brad Duesler, Founder and CEO of Food Concepts, Inc. (FCI) “In this case, that meant opening our space so WayForward Resources could do what they do best. We are proud of what was accomplished through that collaboration.”
From individual events to a shared outcome
Over time, the events hosted at the FCI building evolved in structure and scale, eventually shaping what became the Holiday Art Market. While formats changed, the intent remained consistent: create opportunities to support essential food security programs while fostering community connection. Over 1,400 people attended the event this year.
These events also provided meaningful opportunities for local artists to engage with the community in a setting grounded in purpose. The result was an environment where creativity, generosity, and collaboration could coexist.
For FCI, hosting these events aligned naturally with how the organization approaches partnership. The company’s facilities are designed for flexibility, precision, and collaboration, values that extend beyond client work and into how space can be shared when it serves a greater good.
About WayForward Resources
WayForward Resources is a nonprofit organization based in Middleton, Wisconsin, focused on creating food security and housing stability throughout Dane County. Through direct services, advocacy, and community partnerships, the organization works to ensure individuals and families have access to the resources they need to thrive.
Funds raised through events hosted at FCI directly supported these efforts, reinforcing the impact of community centered collaboration.
A grounded reflection
While these events are now complete, their outcomes remain meaningful. The funds raised continue to support critical programs, and the relationships built through the process reflect the value of thoughtful collaboration.
For FCI, this experience reinforces a simple principle: partnership is not defined by geography or industry. It is defined by intention, clarity, and the willingness to create space when it matters.
