California Grown campaign takes low-key approach
California Grown campaign takes low-key approach
A Californian with purchasing power has likely heard of and participated in the California Grown campaign to buy California-made and California-originated products.
Nowhere are the efforts more evident than in the Coachella Valley, where the marketing thrust started as a grass-roots effort undertaken by growers.
Kathleen Nave, president of the Fresno-based California Table Grape Commission, who serves on the executive committee of the California Grown campaign as well as its board of directors, said that there is a consumer base that wants to buy California product, and that has made a big difference to grape growers.
The initial round of federal funding that launched the California Grown campaign in 2002 came from a $20 million federal block grant. The California Department of Food & Agriculture at that time allocated money to the promotion for four years. The campaign was supposed to receive $35 million in federal and state dollars over a four-year period. But with California's state budget woes, the campaign only received about $6 million from the state -- far less than originally expected.
The money from the block grant for California Grown will run out by the end of 2006. But block grants are part of the 2006 Specialty Crop Bill within the 2006 farm bill, and Ms. Nave said that she feels confident that the campaign will receive additional funding.
"We feel that we have a track record from the number of products promoted," Ms. Nave said. "That's helpful when going back to the state or [when the] federal government is being leveraged multiple times."
All partner organizations of the campaign pay in the form of dues to participate. The campaign launched with eight commodities but grew to 30 commodities, including avocados, cherries, dried plums, kiwifruit, raisins, pears, tomatoes, tree fruit, strawberries, milk and poultry. Boards involved in those commodities pay assessments to the campaign, Ms. Nave said.
Those assessments typically generate about $600,000 a year in direct funding. However, in view of the initial federal funding that runs out this year, the California Table Grape Commission has doubled its contribution to $70,000 in direct funding toward the campaign and it hopes other boards follow its lead, she said.
Ms. Nave said that she is confident that more federal and state funding will find its way into the California Grown campaign. "There's a lot of work going on in Washington for block grants through the 2006 farm bill," she said.
The California Grown campaign promotes with California retailers, thereby helping retailers to promote half-a- dozen products at the same time.
"The table grape commission says if you promote grapes as California Grown, we'll give you retailer points," Ms. Nave said.
The California Grown campaign is a "viable, helpful part of table grape" sales, Ms. Nave added. The campaign's target "first is retailers and second is consumers," she said. The retail focus is on shelf space and promotions, Ms. Nave noted.
California retailers are encouraged to buy cross- commodities, Ms. Nave said. "This is the first time [in California] of multiple commodities working together to market collectively."
When the campaign was launched, there was a large media buy of $10 million to $13 million in California, Ms. Nave said. But unlike the easily recognizable national "Got Milk?" and "Real California Cheese" campaigns, Ms. Nave acknowledged that the California Grown campaign has not dedicated comparable effort to keeping its message in the media. Still, surveys show a high awareness among consumers statewide of the goal to encourage Californians to buy California-made and California-originated products, Ms. Nave said.
"Californians want to buy California products," Ms. Nave said.
Scott Horsfall, chief executive officer of the California Grown promotion campaign, has left his post and joined the staff of Mering & Associates, a Sacramento, CA-based advertising and communications company. A search is currently underway for a new president/chief executive officer to replace Mr. Horsfall.
(For more on the Coachella deal, see the April 24 issue of The Produce News.)
Nowhere are the efforts more evident than in the Coachella Valley, where the marketing thrust started as a grass-roots effort undertaken by growers.
Kathleen Nave, president of the Fresno-based California Table Grape Commission, who serves on the executive committee of the California Grown campaign as well as its board of directors, said that there is a consumer base that wants to buy California product, and that has made a big difference to grape growers.
The initial round of federal funding that launched the California Grown campaign in 2002 came from a $20 million federal block grant. The California Department of Food & Agriculture at that time allocated money to the promotion for four years. The campaign was supposed to receive $35 million in federal and state dollars over a four-year period. But with California's state budget woes, the campaign only received about $6 million from the state -- far less than originally expected.
The money from the block grant for California Grown will run out by the end of 2006. But block grants are part of the 2006 Specialty Crop Bill within the 2006 farm bill, and Ms. Nave said that she feels confident that the campaign will receive additional funding.
"We feel that we have a track record from the number of products promoted," Ms. Nave said. "That's helpful when going back to the state or [when the] federal government is being leveraged multiple times."
All partner organizations of the campaign pay in the form of dues to participate. The campaign launched with eight commodities but grew to 30 commodities, including avocados, cherries, dried plums, kiwifruit, raisins, pears, tomatoes, tree fruit, strawberries, milk and poultry. Boards involved in those commodities pay assessments to the campaign, Ms. Nave said.
Those assessments typically generate about $600,000 a year in direct funding. However, in view of the initial federal funding that runs out this year, the California Table Grape Commission has doubled its contribution to $70,000 in direct funding toward the campaign and it hopes other boards follow its lead, she said.
Ms. Nave said that she is confident that more federal and state funding will find its way into the California Grown campaign. "There's a lot of work going on in Washington for block grants through the 2006 farm bill," she said.
The California Grown campaign promotes with California retailers, thereby helping retailers to promote half-a- dozen products at the same time.
"The table grape commission says if you promote grapes as California Grown, we'll give you retailer points," Ms. Nave said.
The California Grown campaign is a "viable, helpful part of table grape" sales, Ms. Nave added. The campaign's target "first is retailers and second is consumers," she said. The retail focus is on shelf space and promotions, Ms. Nave noted.
California retailers are encouraged to buy cross- commodities, Ms. Nave said. "This is the first time [in California] of multiple commodities working together to market collectively."
When the campaign was launched, there was a large media buy of $10 million to $13 million in California, Ms. Nave said. But unlike the easily recognizable national "Got Milk?" and "Real California Cheese" campaigns, Ms. Nave acknowledged that the California Grown campaign has not dedicated comparable effort to keeping its message in the media. Still, surveys show a high awareness among consumers statewide of the goal to encourage Californians to buy California-made and California-originated products, Ms. Nave said.
"Californians want to buy California products," Ms. Nave said.
Scott Horsfall, chief executive officer of the California Grown promotion campaign, has left his post and joined the staff of Mering & Associates, a Sacramento, CA-based advertising and communications company. A search is currently underway for a new president/chief executive officer to replace Mr. Horsfall.
(For more on the Coachella deal, see the April 24 issue of The Produce News.)
