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Jersey Fresh: Growing awareness and enrollments online

By
Christine Fries

The Jersey Fresh brand is the longest running state agricultural marketing and quality assurance program in the country, having started just over 40 years ago in 1984. Since then, the New Jersey Department of Agriculture has focused on promoting the local, New Jersey growers throughout the state each and every Jersey Fresh season.

Every year, we purchase ample Jersey Fresh point-of-purchase materials to have available for our retail, wholesale and grower partners for in-store or at-market promotions such as banners, bin wraps, pennants, aprons, hats and price cards. In addition, your customers will see outdoor digital billboards, hear radio advertisements, read print ads, and experience the Jersey Shore aerial banners and boardwalk giveaway days where we provide healthy snack seekers with fresh, free, local produce and fun prizes.

We also have incorporated some additional marketing tactics this season by enhancing our social marketing efforts to introduce (in addition to delegating extra funds to Facebook and Instagram advertising) Pinterest promotions. These social media platforms offer a targeted and cost-effective way to reach specific audience segments with engaging content and interactive experiences. We’re running awareness, traffic and conversion campaigns, in addition to boosted posts. The ads will increase reach and impressions while promoting in-season produce as well as drive landing page views for the Jersey Fresh website, RSVPs to the Beach Giveaway Day events and optimize downloads of the Jersey Fresh program’s application.

The social campaign drives users to FindJerseyFresh.com where they can find recipes, event information, program details, plus, another new feature. Agriculture businesses, such as on-farm markets, CSAs, restaurants, wineries, wholesalers and more, can now register to create and maintain their own profile page on the Jersey Fresh website. There is a simple, online application that collects business information, contact details, hours, products and services, logo and much more and displays it on the Jersey Fresh website. Users will be given a username and password so they can login to make changes or additions at any time, such as upcoming special events or the latest products being offered. If a business already has a page on the site, the password can be recovered on the website or simply by emailing the Jersey Fresh team at [email protected].

This new feature was built so that the NJDA can help connect our New Jersey farmers with customers, ag-businesses and retailers in search of the best — Jersey Fresh. With everyone’s help updating their profiles, we will have a current, accurate and searchable list of growers offering quality, local fruits and vegetables.

Follow Jersey Fresh on Facebook, Instagram, Twitter or Pinterest for more information and recipes. For any POP material orders, call the Jersey Fresh team at (609) 913-6515. Finally, please make sure to pick the best and find Jersey Fresh, Garden State growers for your produce needs.

Jersey Fresh. The Freshest for 40-plus Years!

Christine Fries is coordinator of agricultural marketing for New Jersey Department of Agriculture.

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