view current print edition




Newly appointed NJDA Director of Agriculture’s Division of Marketing & Development will be at CPMA

The New Jersey Department of Agriculture continues to work tirelessly to proudly promote the Jersey Fresh brand of fresh produce from the Garden State.

“We are best known for peaches, blueberries, corn, tomatoes, peppers, and greens, but our farmers grow over 100 varieties of fruits and vegetables,” said Thomas Beaver, director of the New Jersey Department of Agriculture’s Division of Marketing & Development.

The NJDA will be at Booth No. 1506 at the 92nd Annual Canadian Produce Marketing Convention & Tradeshow, May 9-11, in Toronto.

In attendance at the booth to meet and greet with produce professionals will be Director of Markets and Development Tom Beaver, and Coordinator of Agricultural Development Joe Atchison III.

“At the CPMA Convention & Tradeshow, we most look forward to seeing Canadian produce retailers, wholesalers and foodservice operators who look to source fresh produce for their customers,” said Beaver. “Because New Jersey’s harvest typically begins a few weeks prior to the Canadian harvest, we see many people buying from our growers during this period.”

Jersey Fresh is an advertising, promotional and quality grading program launched in 1984 to help farmers inform consumers about the availability and variety of fruits and vegetables grown in New Jersey. 

Through the many years of the program, consumers’ awareness has increased, and it has become the benchmark for other states to initiate their own state-grown agricultural marketing programs.

The New Jersey Department of Agriculture has continually worked to bring Jersey Fresh to all who want it by working with restaurants, schools, colleges, big box stores, local communities, hotels, hospitals and more. Over time, the program has evolved, including its new Jersey Fresh logo introduced in 2006.

“The largest benefit the New Jersey Department of Agriculture gains from exhibiting at the CPMA Convention & Trade Show is the continuation of relationships forged decades ago and the opportunity to develop new relationships with buyers from New Jersey’s third largest market for agricultural products,” noted Beaver.

Beaver was appointed in his position on Nov. 15, 2016 by the New Jersey Department of Agriculture. He replaced Al Murray, a long-time fixture at the Department as well as at the CPMA event, who retired on Nov. 30.

“If you knew Al Murray, we encourage you to stop by our booth and introduce yourself to me,” said Beaver.