State-supported locally grown initiatives have gained tremendous momentum during the past decade. Consumers are increasingly aware that buying food produced nearby supports local farms, boosts local economies, builds stronger communities, requires less transportation, reduces waste, results in fresher produce, is good for the soil and attracts tourism.

It’s been a learning curve for many states, and refinement continues today in nearly every initiative.An older pricing sign at a farmers market this summer. (Photo courtesy of the Connecticut Department of Agriculture) Connecticut is among the states that are tightening laws and increasing scrutiny in an effort to boost the integrity of the Connecticut Grown initiative.

On July 21, the Connecticut Department of Agriculture issued a release advising farmers, food producers and consumers of recent changes in state law that refine use of the “Connecticut Grown” brand and logo at farmers markets.

As of Oct. 1, all products sold at farmers markets as “Connecticut Grown” must be accompanied by a sign that identifies the name and address of the farm or business where the product was grown or made.

Under the bill, which was passed unanimously by the General Assembly and signed into law in July by Gov. Dannel P. Malloy, “Connecticut Grown” signs at farmers markets must be readily visible to consumers; be at least three by five inches in size; have lettering in a size, font or print clearly and easily legible; state something substantially similar to “This farm product is Connecticut-grown,”or “This farm product was grown or produced by the following person or business;” and must include the name and address of the producer. The sign also must be in the immediate proximity of the offered product.

The Connecticut Grown program was developed in 1986 to identify agricultural products grown in-state. Studies have shown the brand to be readily identifiable in the marketplace and that consumers look to buy from Connecticut farmers.

It is also linked to the U.S. Department of Agriculture Farmers Market Nutrition Program, which provides federal funding for lower-income residents to purchase “Connecticut Grown” produce and qualifying products sold at certified farmers markets.

Connecticut Agriculture Commissioner Steven K. Reviczky said in the press release, “It’s a matter of fairness and of truth in advertising. Consumers have the right to know what they are buying and ethical producers who play by the rules deserve to be protected from unfair competition by those looking to falsely use the ‘Connecticut Grown’ label.”

He noted that these programs create an expectation that the use of the label and associated funds are in strict compliance with the law, and that the change is intended to ensure the integrity of the “Connecticut Grown” brand, for both the benefit of consumers and producers.

While fraudulent use of the label is not believed to widespread, Reviczky said the department typically receives numerous complaints per year about alleged deceptive practices.

The changes in the law will be reflected in “Connecticut Grown” pricing signs issued free to growers and producers by the department of agriculture.

A space for the name and address of the farm or business will now be included on the five-inch by seven-inch signs, which also bear the “Connecticut Grown” label and logo. Producers also may make their own sign containing the required information.

The agriculture department’s Bureau of Regulation & Inspection will enforce the new law by making unannounced visits to farmers markets on a random basis, as well as in response to complaints.

Strolling of the Heifers is a nonprofit organization with the mission of connecting people with healthy local food and building strong communities. The organization publishes an annual Locavore Index that rates how states perform in their locally produced programs, listing the best at the top.

The 2015 Locavore Index reports that the four top states in the nation this year are Vermont, Maine, New Hampshire and Oregon, in that order. Connecticut rated No. 10, which is up considerable from its number 20 rating in 2014. New England states all rate in the top 20, indicating a widespread movement being spurred by state governments, producers and consumers alike in the region.

The new Connecticut law also increases the fine for violators; from $25 to $100. Reviczky said first-time violators usually receive a warning.

“The goal is not to prosecute people,” he said. “It is to ensure that only products grown in Connecticut soil can carry the ‘Connecticut Grown’ label that supports the hardworking farm families in our state. Unfortunately, the new law does not apply to farm stands or grocery stores.”

Products grown or produced in Connecticut or within a 10-mile radius of the point of sale may be labeled as native, native-grown, local, or locally grown, but are only subject to the new law if they are labeled “Connecticut Grown.”