States Support Fresh Produce Consumption

State programs offer opportunities to meet market challenges and build sales.

Departments of agriculture around the U.S. undertake a wide range of initiatives to support produce and other growers, and each provides an opportunity to meet market challenges, encourage fruit and vegetable consumption and build sales for the sector.

NEW JERSEY

For example, the Jersey Fresh label is among the nation’s best-established state promotional logos. As such, it helps the New Jersey Department of Agriculture (NJDA), Trenton, NJ, keep consumers aware of the Garden State’s abundance.

“More and more people want to know where their food comes from and how it is grown before spending their hard-earned money to purchase it,” says NJDA Secretary Ed Wengry. “With our Jersey Fresh program being in its 41st year, it has become a brand known for quality produce that consumers trust, which means the products are from a New Jersey farm.”

The program development has helped NJDA keep pace with consumers, as well as changes in the produce industry.

“Food as medicine is driving a lot of consumer choice toward local fresh produce as they seek to reduce dependence on processed foods,” says Wengry.

“Programs, like our Jersey Fresh Farm to School Program, promote and encourage schools to become involved, in not only educating on the health benefits of eating locally, but assisting them in growing their own produce or purchasing produce from a local farmer,” Wengry adds.

The Jersey Fresh marketing program has expanded consumer outreach in multiple languages and digital platforms, which helps NJDA provide more focused information to specific audiences, says Wengry.

A big part of the Jersey Fresh program is connecting the grower to food buyers, “to make connections that can benefit the farmer, the grocery store owner, and ultimately the consumer,” he says.

The program also offers data, and visits retail food outlets to provide point-of-purchase materials so stores can clearly display where Jersey Fresh produce is available.

NEW YORK

New York also has a program that supports growers and those producing food, beverage and related products in the Empire State, but faces a somewhat different challenge, says Richard Ball, commissioner of the New York State Department of Agriculture and Markets, Albany, NY.

A disconnect has long existed between the New York City metropolitan region and the rest of the state. A grower who became commissioner, Ball saw the disconnect firsthand. As a farmer, he recognized that New York City consumers knew little about the state’s agriculture, even as he delivered to the Hunts Point Market in the Bronx.

“When I was asked in 2013 to consider being the commissioner, one of the things I was passionate about was making sure New York knows we have such a huge agricultural industry in the state,” Ball says. “We rank in the top 10 in over 30 commodities. Certainly, vegetables and fruit are high on that list.”

Ball says there are great resources in New York — good land, Cornell University and access to water, and “we’ve got the biggest and most diverse marketplace in the world.

“It was logical for me, coming in as a farmer to this agency, to think: Let’s connect the dots to consumers who don’t know a whole lot.”

The New York State Grown and Certified program developed in response to consumer concerns, like local food, food safety and environmental stewardship.

Then, Taste New York stores, which debuted in 2013, operate in key locations, including on major highways and in service areas throughout the Empire State.

“The whole idea was for travelers, whoever they were coming through the state — local people, people from out of state or out of the country — to actually try something from New York State and find out they liked it and find out where that farm was, and help drive business to our farms. It’s just a fantastic success,” says Ball.

Ball says at the 10-year anniversary, they hit over $100 million in sales from over 1,200 small businesses, entrepreneurs and small farms.

“We’ve got close to 80 locations around the state now where people who are traveling through can find something, get exposed to something new, discover that we have that connection with agriculture in New York.”

NORTH CAROLINA

Sim McIver, assistant director, domestic marketing, North Carolina Department of Agriculture and Consumer Services (NCDA&CS), Raleigh, NC, says agriculture is the Tarheel State’s largest industry, but it faces challenges from the loss of farmland, mandated environmental regulations, and weather, such as hurricanes.

The department’s marketing gets behind local, regional and international programs meant to improve the prospects for North Carolina agriculture.

“Research continues to be at the forefront of the department’s initiatives as we continue to figure out ways to do more with less,” says McIver.

Food safety and the environment remain key issues, with many initiatives the department manages funded through North Carolina legislative support and some through local and federal grants. Some of the food safety and grading services are self-supported, according to Peter Thornton, NCDA&CS marketing director. “Also, many facilities, such as our state-run regional farmers markets are receipt-supported as well.”

Events during the past year include January’s Flavors of Carolina food show in Greensboro, NC, hosted by the department as part of its Got to Be NC program. The event connected more than 100 local food and beverage producers with more than 800 buyers from the retail, wholesale and foodservice industries. Got to Be NC also runs the NC Farm to School and Certified Roadside Farm Markets programs, and also promotes agritourism.

ALABAMA

In Alabama, produce cultivation is gaining, with acreage increasing and growers introducing innovative production practices. Demand for local produce has also steadily advanced. In 1995, Alabama had 17 farmers markets, with 234 participating growers. Today, the state has 169 farmers markets featuring 879 farmers, 247 value-added vendors and more than 250 craftsmen, according to Don Wambles, ag promotions director, Alabama Department of Agriculture and Industries (ADAI), Montgomery, AL.

Among the programs ADAI works on are the Federal Senior Farmers Market Nutrition Program and the Farm to School program, which gets support from the state, as well as some federal aid. The department is also involved with such programs such as the Local Food Purchase Agreement, Local Food for Schools and the Resilient Food System Infrastructure programs. Farmers markets get both state and local aid.

Then there’s Sweet Grown Alabama. “We initiated the state branding program, Sweet Grown Alabama, in 1999 to promote Alabama farmers and farm products and connect consumers to them,” says Wambles.

The Sweet Grown Alabama website promotes agritourism, provides information about what’s in season and offers recipes. The program also has active social media accounts.

INDIANA

The Indiana State Department of Agriculture (ISDA), Indianapolis, IN, is also helping growers succeed in an evolving marketplace.

“The produce sector is undergoing significant transformations driven by consumer preferences, technological advancements, and environmental concerns,” says Caroline Patrick, director of Indiana Grown, which was developed by the department to promote products that are grown or crafted in the state.

“Key trends include the growing demand for organic and locally sourced produce, the adoption of value chain work for food procurement, and the rise of indoor vertical farming and environmentally controlled agricultural practices,” Patrick notes.

Economic pressures like inflation and supply chain challenges are reshaping industry practices, she adds.

In response, ISDA is building relationships and partnerships within sustainability, technology and regenerative agriculture sectors to facilitate collaborations with Indiana growers. Technology, collaboration, branding to underscore health advantages, and investing in sustainable functions on the operational level can help growers advance, says Patrick.

The department also coordinates the Indiana Grown program, which markets Hoosier State produce.

OHIO

The Ohio Department of Agriculture (ODA), Reynoldsburg OH, maintains a close partnership with the Ohio Produce Growers and Marketers Association, says ODA Director Brian Baldridge, as it provides a view on what is happening in the fruit and vegetable sector across the Buckeye State.

“The Ohio Proud program, under ODA’s Division of Marketing, has seen a steady need for locally grown and made products, including fresh produce,” says Baldridge. “One of Ohio Proud’s most popular events is the Ohio Proud Food Show, which connects growers and food makers directly to wholesale and retail buyers. Ohio schools are also very involved in attending Ohio Proud events and meeting with local growers in their community. Over the last five to six years, the program has built extensive relationships with our growers and Ohio’s Farm to School programming.”

Baldridge says Ohio Proud promotes all food and agriculture made or grown in the state, “from roadside stands and farmers markets to home bakeries and large-scale food processors.”

The program works with grocery buyers, specialty retail markets and foodservice directors from hospitals, hotels and schools “to advocate for selling more local products in stores and using Ohio ingredients on menus.”

ILLINOIS

Kayla Graven, domestic marketing manager, Illinois Department of Agriculture (IDOA), Springfield, IL, says the state’s produce sector is rapidly evolving, influenced by changing consumer preferences, increasing demand for local and sustainably grown food, and technological advancements.

In response, the IDOA is supporting the produce sector through the Illinois Grown branding campaign and the Illinois Specialty Crop Block Grant.

“The preference for local and in-season produce aligns perfectly with the goals of Illinois Grown and the Illinois Product Farmers Market, held on the Illinois State Fairgrounds in Springfield,” says Graven. “The farmers market gives consumers direct access to produce that is grown right here in Illinois, from fruits and vegetables to meats, honey, flowers and artisanal products.”

We see an opportunity in continuing to highlight the high-quality, fresh products that come from our local farms, while educating consumers on the importance of supporting our state’s agricultural products.”

— Kayla Graven, Illinois Department of Agriculture, Springfield, IL

The Illinois Specialty Crop Block Grant Program funds projects that enhance the competitiveness of Illinois-grown fruits and vegetables, she explains. This includes investments in research, marketing, education and infrastructure.

As it looks to grab consumer attention, IDOA has employed digital methods. “We’ve expanded our reach through video conferencing, social media and email to connect with a broader audience,” says Graven. “Social media platforms allow us to engage consumers, promote Illinois products and share success stories, while email helps us stay in touch with our network of growers and retailers.”

The department’s approach now blends in-person events with digital tools, and “we’ve seen success in raising awareness and fostering a stronger connection between consumers and Illinois agriculture.”

FLORIDA

At the Florida Department of Agriculture and Consumer Services (FDACS), a key priority is the Fresh from Florida program, which capitalizes on the growing demand for local, in-season produce.

“With Chef Justin Timineri, Florida’s state chef and culinary ambassador, bringing his expertise to the table, and over 400 inspiring recipes on our website, we help consumers discover the joy of cooking with fresh, Florida-grown ingredients,” says Susie McKinley, director, division of marketing and development at the FDACS, headquartered in Tallahassee, FL.

“Our partnerships with retailers highlight seasonality through customized campaigns that put Florida produce in the spotlight.”

She says the Fresh From Florida program and logo raise the profile of Florida produce, and “the Fresh From Florida logo remains a trusted brand, with nine out of 10 consumers preferring products labeled Fresh From Florida.”

“And with more than 1.2 million followers on social media, we’re connecting with more people than ever, celebrating Florida agriculture in creative, engaging ways. These trends are a wonderful opportunity to keep Florida-grown products front and center, bringing them into homes across the state and beyond.”

The Fresh from Florida promotes the state’s produce via TV, radio, digital, social and print advertising. “This season, along with traditional consumer advertising, Florida produce will be featured on grocery cart ads and floor talkers in produce sections of various retailers, reminding consumers to buy Florida produce while they are actively shopping,” says McKinley.

The program also featured Florida produce on coupon and rebate apps the past few years, including Ibotta, Checkout 51 and most recently KickStart, and will continue to use these platforms, she adds. It also works with online platforms such as Instacart and Amazon Fresh to reach buyers on multiple levels.

The Florida Department of Agriculture and Consumer Services also partners with 100-plus retailers to develop customized promotions through the Fresh From Florida Retail Program, McKinley says.

CALIFORNIA

Created in 2001, California Grown, also known as the Buy California Marketing Agreement, promotes the state’s agricultural products.

“California Grown remains the only statewide agricultural marketing organization promoting all California-grown agricultural products on a year-round basis,” says Cherie Watte, executive director, California Grown/Buy California Marketing Agreement, El Centro, CA.

“We build excitement and enthusiasm for California Grown products through creative marketing, effective storytelling and leveraging of the California Grown brand,” Watte explains. “California Grown’s message ensures consumers understand the value of buying high quality, nutritious California Grown agricultural products and the direct benefit to the state’s economy, communities, farmers, ranchers and consumers.”

California Grown celebrates its 25th anniversary in 2026, and a lot has changed since 2001.

“At that time, the organization did much of its marketing through billboards,” she notes. “Today, we focus much more on digital promotions in all programs, which include retail and foodservice promotions, nutrition education, as well as social/digital marketing.”

California Grown is funded through public and private contributions.

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Florida Department of Agriculture Engaged in Outreach

The Florida Department of Agriculture and Consumer Services (FDACS) typifies a state engaged in both consumer and industry outreach, says Susie McKinley, director, division of marketing and development at FDACS, Tallahassee, FL.

The Fresh From Florida team attends in-person and virtual industry events, including commodity group meetings and international trade shows, she says. Fresh From Florida exhibits and hosts grower pavilions at industry expos, and in late 2024, Florida was the Spotlight State at the Sunbelt Ag Expo.

Consumer interaction occurs both in person and online. “Consumers receive a monthly email newsletter as part of the Fresh from Florida Club membership, which includes seasonal shopping lists, new recipes and other original content,” says McKinley.

Additionally, the brand partners with magazines, news outlets and influencers. “Our farm-to-table storytelling and interactive campaigns have seen fantastic success in building awareness, driving loyalty, and inspiring consumers to choose Fresh From Florida products,” she says.

Through the Fresh From Florida program, FDACS also wants to make certain people know about the importance of agriculture in the Sunshine State.

“Fresh From Florida is dedicated to promoting and protecting Florida’s agricultural industry, while supporting growers, shippers, distributors, and retailers with the tools and visibility they need to succeed in a competitive market,” she says. “Through marketing campaigns and educational programs, we connect consumers with high-quality, locally sourced Florida products. It’s an honor to support Florida agriculture and share it with others.”