North Carolina gaining momentum with 'Got to Be NC Agriculture' campaign
North Carolina gaining momentum with 'Got to Be NC Agriculture' campaign
North Carolina, well known in the fresh produce industry for being the No. 1 producer of sweet potatoes in the United States, is also a major supplier of blueberries, white potatoes, cantaloupes, watermelons and a wide variety of summer vegetables including cucumbers, squashes, greens and other field crops. Now the state has a new marketing campaign to tout its agricultural diversity as well.
"We are ranked fourth in the United States in blueberry production with 22.9 million pounds on over 4,000 acres reported in 2004," said Jeff Jennings, manager of domestic marketing programs for the North Carolina Department of Agriculture & Consumer Services, headquartered in Raleigh, NC. "We also have a substantial strawberry crop. A couple of our growers are a force in the commercial side of this category. The majority of strawberries grown in the state, however, are sold at roadside stands, greenmarkets and other local outlets."
Mr. Jennings said that growers throughout North Carolina are reporting very good growing conditions this year. As of mid-May, the climate throughout the season was reported good in all growing areas of the state, with no hot spells recorded. But rainfall was extremely scarce until early May, when growers finally got some relief.
"Rain saturated some areas pretty well during the first couple of weeks of May, even a bit more than some growers would have liked, but compared to being bone dry we'll gladly take the moisture," said Mr. Jennings. "If we continue to have good conditions, with just normal amounts of rainfall, through the end of the month as summer crop harvesting begins, we'll be in very good shape for the season."
North Carolina blueberries run from late May through June. White potatoes start about the third week of June, and other crops follow behind. Sweet potatoes are harvested in the fall. Watermelons sometimes fall right on July 4, and can even run a bit later depending on the weather. This can be a challenge for some growers, but most majors are transitioning from Georgia and other areas with ample supplies to fill the high demand during the long holiday weekend.
The department is experiencing some major excitement over a current promotional campaign. The marketing program in North Carolina has always been under the "Goodness Grows" banner. It is now introducing its new campaign that falls under the promotional umbrella called the "Got to Be NC Agriculture" title.
"We have designed a web site, www.gottobenc.com, which combines information from several of the state's Internet sites into one location," said Mr. Jennings. "It provides more extensive information that consumers typically seek, such as where to find roadside stands, where to find 'Got to Be NC Agriculture' products in retail stores, kid's stuff, contests and more. The new campaign was launched last summer. It came about because of special funding from the Golden LEAF Foundation."
The Golden LEAF Foundation is a nonprofit corporation created in 1999 to receive one-half of the funds going to North Carolina from the master settlement agreement with cigarette manufacturers. In turn, it helps the state make the transition from a tobacco-dependent economy through grants and investments that will positively affect its long-term economic advancement. It gives priority in its grant-making to tobacco-dependent and economically distressed counties.
"Funding is earmarked to generate jobs, as one example," said Mr. Jennings. "We are expanding on our ongoing goals of helping to increase sales, which will ultimately result in more jobs. The campaign encompasses a wide realm of efforts geared toward both retail and foodservice promotions that include radio and television spots, signage, point of sale materials and more. An advertisement will be running somewhere in state at all times during the summer."
The "Got to Be NC Agriculture" campaign will run through the end of 2006. The grant amount of $350,000 is being combined with funds provided through partnerships with retailers and foodservice operators. Mr. Jennings said that this will help make the funds stretch much further than what the grant amount could otherwise support. He added that retailers of all sizes, from small independents to large chains, are participating in the campaign.
"We are flexible in organizing aspects of the campaign to fit into the corporate culture of companies in the state," said Mr. Jennings. "For example, some retailers may want their company name printed on cartons along with the 'Got to Be NC Agriculture' logo, and they contribute the proportionate funds to cover the costs involved."
Another positive aspect that evolved from the campaign is that North Carolina's Food Distribution Division, which is responsible for delivering USDA-issued commodities, is helping in the promotional efforts. The 30 trailers used in this division have been outfitted in full color graphics with the logo.
"The North Carolina Sweet Potato Commission and other commodity boards have also partnered with the campaign," said Mr. Jennings. "For example, the Sweet Potato Commission's banner promotes their product along with the "Got to Be NC Agriculture" campaign. We are getting great support from every commodity organization, which is beneficial to everyone involved in fresh fruits and vegetables from the state."
(For more on Carolina produce, see the May 29 issue of The Produce News.)
"We are ranked fourth in the United States in blueberry production with 22.9 million pounds on over 4,000 acres reported in 2004," said Jeff Jennings, manager of domestic marketing programs for the North Carolina Department of Agriculture & Consumer Services, headquartered in Raleigh, NC. "We also have a substantial strawberry crop. A couple of our growers are a force in the commercial side of this category. The majority of strawberries grown in the state, however, are sold at roadside stands, greenmarkets and other local outlets."
Mr. Jennings said that growers throughout North Carolina are reporting very good growing conditions this year. As of mid-May, the climate throughout the season was reported good in all growing areas of the state, with no hot spells recorded. But rainfall was extremely scarce until early May, when growers finally got some relief.
"Rain saturated some areas pretty well during the first couple of weeks of May, even a bit more than some growers would have liked, but compared to being bone dry we'll gladly take the moisture," said Mr. Jennings. "If we continue to have good conditions, with just normal amounts of rainfall, through the end of the month as summer crop harvesting begins, we'll be in very good shape for the season."
North Carolina blueberries run from late May through June. White potatoes start about the third week of June, and other crops follow behind. Sweet potatoes are harvested in the fall. Watermelons sometimes fall right on July 4, and can even run a bit later depending on the weather. This can be a challenge for some growers, but most majors are transitioning from Georgia and other areas with ample supplies to fill the high demand during the long holiday weekend.
The department is experiencing some major excitement over a current promotional campaign. The marketing program in North Carolina has always been under the "Goodness Grows" banner. It is now introducing its new campaign that falls under the promotional umbrella called the "Got to Be NC Agriculture" title.
"We have designed a web site, www.gottobenc.com, which combines information from several of the state's Internet sites into one location," said Mr. Jennings. "It provides more extensive information that consumers typically seek, such as where to find roadside stands, where to find 'Got to Be NC Agriculture' products in retail stores, kid's stuff, contests and more. The new campaign was launched last summer. It came about because of special funding from the Golden LEAF Foundation."
The Golden LEAF Foundation is a nonprofit corporation created in 1999 to receive one-half of the funds going to North Carolina from the master settlement agreement with cigarette manufacturers. In turn, it helps the state make the transition from a tobacco-dependent economy through grants and investments that will positively affect its long-term economic advancement. It gives priority in its grant-making to tobacco-dependent and economically distressed counties.
"Funding is earmarked to generate jobs, as one example," said Mr. Jennings. "We are expanding on our ongoing goals of helping to increase sales, which will ultimately result in more jobs. The campaign encompasses a wide realm of efforts geared toward both retail and foodservice promotions that include radio and television spots, signage, point of sale materials and more. An advertisement will be running somewhere in state at all times during the summer."
The "Got to Be NC Agriculture" campaign will run through the end of 2006. The grant amount of $350,000 is being combined with funds provided through partnerships with retailers and foodservice operators. Mr. Jennings said that this will help make the funds stretch much further than what the grant amount could otherwise support. He added that retailers of all sizes, from small independents to large chains, are participating in the campaign.
"We are flexible in organizing aspects of the campaign to fit into the corporate culture of companies in the state," said Mr. Jennings. "For example, some retailers may want their company name printed on cartons along with the 'Got to Be NC Agriculture' logo, and they contribute the proportionate funds to cover the costs involved."
Another positive aspect that evolved from the campaign is that North Carolina's Food Distribution Division, which is responsible for delivering USDA-issued commodities, is helping in the promotional efforts. The 30 trailers used in this division have been outfitted in full color graphics with the logo.
"The North Carolina Sweet Potato Commission and other commodity boards have also partnered with the campaign," said Mr. Jennings. "For example, the Sweet Potato Commission's banner promotes their product along with the "Got to Be NC Agriculture" campaign. We are getting great support from every commodity organization, which is beneficial to everyone involved in fresh fruits and vegetables from the state."
(For more on Carolina produce, see the May 29 issue of The Produce News.)
