In this week’s episode of It’s Freitag!, we sat down with Barb Wiseman, Executive Director of The Community Kitchen in Keene, New Hampshire. Barb’s story is one of movement—both geographically and professionally—but it always circles back to one powerful theme: showing up for community. From national nonprofits to hyperlocal food access, Barb shared how she’s applying big-picture thinking to drive local-level change in the Monadnock Region.
From Rebel Artist to Nonprofit Leader
Barb’s journey began in Connecticut, raised by entrepreneurial parents who blurred the lines between work and life. After earning a liberal arts degree in fine arts, she navigated the evolving world of graphic design and production management. What followed was an unexpected turn into real estate and, eventually, nonprofit leadership—a progression she describes as rooted in project management.
Her passion for long-distance endurance sports and a personal connection to type 1 diabetes led her to JDRF, where she built a career combining advocacy, fitness, and mission-driven work.
Leading with Purpose at The Community Kitchen
Barb eventually landed in Keene—sight unseen—when life circumstances prompted a cross-country move from California. What she found was a deeply welcoming community and the chance to ground her national nonprofit experience in a hyperlocal context.
She joined The Community Kitchen as Director of Development and Communications and now serves as its Executive Director. Under her leadership, the organization is not only providing over 400,000 meals annually but also reimagining how it supports smaller pantries throughout the region. From mobile food delivery to expanding its operational backbone, The Community Kitchen is positioning itself as both a service provider and a regional support hub.
Keene as a Microcosm of Collaboration
Barb emphasized what many of our guests have observed: Keene and the broader Monadnock Region operate on collaboration, not competition. Whether in the nonprofit sector or local business community, there’s a shared ethic of building a thriving place to live and work. From cross-sector volunteering to shared leadership development programs, the collective energy here is focused on community success.
Barb’s leadership philosophy is rooted in relationship-building, storytelling, and meeting people where they are—physically and emotionally.
What This Means for Marketing and Local Leadership
As a New Hampshire marketing agency, we often work with nonprofits and small businesses trying to do more with less. Barb’s approach reminds us that great marketing—especially for nonprofits—isn’t about flashy ads or big budgets.
It’s about making your mission visible, building relationships, and inviting the community into your story. Her push to make The Community Kitchen less humble and more vocal about its impact is exactly what we coach our clients to do.
A brand—even a nonprofit one—is only as strong as the clarity of its story and its connection to the people it serves.
“Y’all are too humble. This is amazing. We need to tell this story.” – Barb Wiseman
If you’re a nonprofit leader looking to grow visibility and engagement, check out our Nonprofit Marketing Services.
Learn more about The Community Kitchen and their mission at thecommunitykitchen.org.
🎙️ Want more conversations like this? Listen to the It’s Freitag! podcast, where we explore bold ideas and local impact with changemakers across New Hampshire.
