680 Innovative Methods to Market Locally Grown Products

Abstract

The development of industrialized production and global sourcing has changed the marketing structure of the horticulture industry dramatically. The inherent disadvantaged resource base (soils and climate) and high production costs in the northeast United States make it difficult for growers to compete in commodity markets. Exploiting niche and value-added markets are important for the survival of northeast agriculture. Moreover, an emphasis on quality of life has created a movement towards sustainable agriculture. As a result of this movement, many programs have been initiated to promote locally grown products and to support agricultural-based economic development. The common objectives of the “locally grown” programs are to promote agricultural products produced within the region, support the local economy, and develop agricultural markets. Keys to success of a “locally grown” program are a vision, seed funding, a champion, and community, political leadership and technical support. Many innovative regional food and agriculture development programs have been initiated in New York State to support local farmers, revitalize the rural economy, promote local identity and pride, develop agri-tourism, and capture the urban markets. Some examples include the “Finger Lakes Culinary Bounty” initiated by local chefs, “Uncork New York” sponsored by the wine industry, and “Hudson Valley Harvest” and a pilot ethnic market project targeting New York City markets.