PA Preferred program launched in Philadelphia
PA Preferred program launched in Philadelphia
PHILADELPHIA -- Despite a huge local marketing opportunity for Pennsylvania growers, only 1 percent of the produce sold by the Philadelphia Regional Produce Center is grown in the state.
In an effort to change that, Dennis Wolff, secretary of the Pennsylvania Department of Agriculture, toured the Philadelphia market July 13 and held a subsequent press conference to discuss a new state program to promote Pennsylvania-grown produce. The event was moderated by Philadelphia market general manager Sonny DiCrecchio.
Mr. Wolff said that Pennsylvania has 58,000 farmers, which in this case is defined as someone who makes at least $1,000 per year in gross revenue of agricultural products. The average Pennsylvania farm has 130 acres, with the average Pennsylvania produce farm having just 70 acres.
Himself a dairyman, Mr. Wolff said that to be in the produce business, "you almost have to grow up in it" to understand the complexities of that trade. Most of Pennsylvania's produce is grown either along the state's southern tier or in the northeastern corridor. There are potatoes, cabbage and vineyards in northwestern Pennsylvania, and the state has a fledgling industry in greenhouse micro-greens and sprouts.
The Pennsylvania Department of Agriculture is now looking at the best means to help growers cooperate to serve large wholesale-volume customers, Mr. Wolff said.
Philadelphia distributor Ellis Fleisher of Ellis Fleisher Produce Co., who attended the secretary's briefing, said that Pennsylvania has the climate to grow wintertime storage crops such as potatoes, apples and cabbage. While nearby New Jersey is known for its production of fruits and vegetables in July, August and September, Pennsylvania has a special capacity to produce high-quality storage crops, which do not grow well in states farther south. Longer marketing seasons can help growers from a financial point of view, Mr. Fleisher added.
Mr. Wolff said that the problems facing Pennsylvania include urban sprawl, lost top soil and increased land values. High land values are not a problem for farms that have been in a family for many generations, he added. As Pennsylvania has studied boosting its produce statewide as New Jersey has done for 22 years through the Jersey Fresh program, state authorities learned that 90 percent of Pennsylvanians have indicated that they would support in-state ag products.
Pennsylvania has used a "Simply Delicious theme in the past to promote its products, but the state is moving to "PA Preferred to better identify the source of the products. The "PA Preferred concept was introduced at the Pennsylvania Farm Show in January 2004. Since that time, about 1,200 farms have signed up to participate in the promotion. With such support, the state is now beginning the campaign. Mr. Wolff said that television and other promotions will be underway by 2006.
"We're going to be on offense to boost Pennsylvania produce, Mr. Wolff said, adding that a pilot project is budgeted for the "PA Preferred program.
R. Duane Perry, executive director of The Food Trust in Philadelphia, said that Pennsylvania growers had already started to connect with Philadelphia wholesalers following a grower tour of the facility several months ago. Mr. Perry said that the increased sophistication of the planned new Philadelphia market will be helpful to marketing Pennsylvania produce.
Pennsylvania's small produce farms can move all their products through roadside markets, Mr. Wolff said, but the larger companies "need a market like this in Philadelphia. In his tour of the market, Mr. Wolff asked Philadelphia's produce distributors to start selling more Pennsylvania produce.
Using architect's renderings to portray the scene, Mr. DiCrecchio described plans for a new Philadelphia market to Mr. Wolff. He said that Philadelphia distributors will be increasing the size of their operating space to 800,000 square feet from 300,000 square feet. The new market will be served by a refrigerated rail track facility, and Mr. DiCrecchio predicted that by the time the new market construction is to be completed in 2007, it is expected that 75 percent of the merchants will be using railroad delivery service.
Patrick Gorman, local food project coordinator for The Food Trust, said that his group has had a working relationship with the Pennsylvania Department of Agriculture for several years, including a grant to study ways to increase sales of Pennsylvania-grown produce. The Food Trust urged Pennsylvania to begin taking advantage of the huge produce terminal in Philadelphia.
"Today was the kickoff of a number of promotions to boost Pennsylvania produce sales, Mr. Gorman said. "The state will have a much more visible ad campaign [in the next year].
The Food Trust is a non-profit organization working to improve access to affordable, nutritious food.
In an effort to change that, Dennis Wolff, secretary of the Pennsylvania Department of Agriculture, toured the Philadelphia market July 13 and held a subsequent press conference to discuss a new state program to promote Pennsylvania-grown produce. The event was moderated by Philadelphia market general manager Sonny DiCrecchio.
Mr. Wolff said that Pennsylvania has 58,000 farmers, which in this case is defined as someone who makes at least $1,000 per year in gross revenue of agricultural products. The average Pennsylvania farm has 130 acres, with the average Pennsylvania produce farm having just 70 acres.
Himself a dairyman, Mr. Wolff said that to be in the produce business, "you almost have to grow up in it" to understand the complexities of that trade. Most of Pennsylvania's produce is grown either along the state's southern tier or in the northeastern corridor. There are potatoes, cabbage and vineyards in northwestern Pennsylvania, and the state has a fledgling industry in greenhouse micro-greens and sprouts.
The Pennsylvania Department of Agriculture is now looking at the best means to help growers cooperate to serve large wholesale-volume customers, Mr. Wolff said.
Philadelphia distributor Ellis Fleisher of Ellis Fleisher Produce Co., who attended the secretary's briefing, said that Pennsylvania has the climate to grow wintertime storage crops such as potatoes, apples and cabbage. While nearby New Jersey is known for its production of fruits and vegetables in July, August and September, Pennsylvania has a special capacity to produce high-quality storage crops, which do not grow well in states farther south. Longer marketing seasons can help growers from a financial point of view, Mr. Fleisher added.
Mr. Wolff said that the problems facing Pennsylvania include urban sprawl, lost top soil and increased land values. High land values are not a problem for farms that have been in a family for many generations, he added. As Pennsylvania has studied boosting its produce statewide as New Jersey has done for 22 years through the Jersey Fresh program, state authorities learned that 90 percent of Pennsylvanians have indicated that they would support in-state ag products.
Pennsylvania has used a "Simply Delicious theme in the past to promote its products, but the state is moving to "PA Preferred to better identify the source of the products. The "PA Preferred concept was introduced at the Pennsylvania Farm Show in January 2004. Since that time, about 1,200 farms have signed up to participate in the promotion. With such support, the state is now beginning the campaign. Mr. Wolff said that television and other promotions will be underway by 2006.
"We're going to be on offense to boost Pennsylvania produce, Mr. Wolff said, adding that a pilot project is budgeted for the "PA Preferred program.
R. Duane Perry, executive director of The Food Trust in Philadelphia, said that Pennsylvania growers had already started to connect with Philadelphia wholesalers following a grower tour of the facility several months ago. Mr. Perry said that the increased sophistication of the planned new Philadelphia market will be helpful to marketing Pennsylvania produce.
Pennsylvania's small produce farms can move all their products through roadside markets, Mr. Wolff said, but the larger companies "need a market like this in Philadelphia. In his tour of the market, Mr. Wolff asked Philadelphia's produce distributors to start selling more Pennsylvania produce.
Using architect's renderings to portray the scene, Mr. DiCrecchio described plans for a new Philadelphia market to Mr. Wolff. He said that Philadelphia distributors will be increasing the size of their operating space to 800,000 square feet from 300,000 square feet. The new market will be served by a refrigerated rail track facility, and Mr. DiCrecchio predicted that by the time the new market construction is to be completed in 2007, it is expected that 75 percent of the merchants will be using railroad delivery service.
Patrick Gorman, local food project coordinator for The Food Trust, said that his group has had a working relationship with the Pennsylvania Department of Agriculture for several years, including a grant to study ways to increase sales of Pennsylvania-grown produce. The Food Trust urged Pennsylvania to begin taking advantage of the huge produce terminal in Philadelphia.
"Today was the kickoff of a number of promotions to boost Pennsylvania produce sales, Mr. Gorman said. "The state will have a much more visible ad campaign [in the next year].
The Food Trust is a non-profit organization working to improve access to affordable, nutritious food.
