Public support helped protesting Market Basket workers win their fight to reinstate Arthur T. Demoulas as president of the grocery chain this summer. Now a Portsmouth, N.H., filmmaker is hoping a second wave of public support will help pay for a documentary about the struggle that riveted New England for weeks.
Jay Childs, who spent much of July and August filming on the picket lines, has launched an online fund-raising campaign through Kickstarter that aims to collect $50,000 for editing and post-production costs of a project he calls “Food Fight: Inside the Battle for Market Basket.” In five days, he’s pulled in about $13,000, mostly from donations of $75 or less.
Crowd-funding seems a fitting strategy to tell the story of a protest movement that relied heavily on a widespread customer boycott of Market Basket’s 71 supermarkets. When Demoulas was ousted by a board of directors controlled by rival members of his own family, workers concerned about the direction of the company organized demonstrations and social-media campaigns, urging loyal shoppers to buy groceries elsewhere.
Many obliged, costing the business millions in lost sales each day.
The standoff ended in late August, when Demoulas struck a deal to buy out his relatives for $1.6 billion. The sale closed last week.