Abstract
In the past decade, statewide agricultural branding campaigns have blossomed. Examining the case of the Kentucky Proud™ (KyP) program, this paper investigates the potential benefit of a state-level marketing strategy for the declining class of midsize farms, referred to as Agriculture of the Middle (AOTM). First, we discuss why AOTM farms are important to maintaining a viable agriculture structure. Second, we introduce the context of state branding and explain how KyP developed as part of the transition from highly tobacco-dependent agriculture. Using recent agricultural census data and a survey of KyP members, we compare the key characteristics between three sets of pairs: (a) U.S. AOTM farmers and Kentucky AOTM farmers, (b) Kentucky AOTM farmers and KyP-member AOTM farmers, and (c) KyP AOTM farmers and other KyP-member farmers. The findings indicate that Kentucky's AOTM farmers are unique compared to U.S. AOTM farmers, and that the KyP program benefits particularly those AOTM farmers transitioning from tobacco-dependent agriculture. We also found that the logo of the state branding campaign helps member farmers differentiate their products, and that the program helps most members gain knowledge and skills for marketing their products. Overall, findings suggest that state branding campaigns designed to incentivize agricultural marketing of local foods have the potential to help farmers of the middle. Further research needs to be done in order to track the long-term impact of different agricultural branding campaigns.
Highlights
State Branding Campaigns Since the 1930s, state governments have been involved in marketing and differentiating agricultural products through commodity commissions and marketing boards (e.g., Washington apples, Maine potatoes, and California peaches), in part to stabilize overstrained market conditions after the Great Depression
By the 1980s, the focus of state branding programs began to shift from one specialized commodity, such as Washington apples, or category of products, such as Wisconsin cheese, to any agricultural products produced in a state so as to create economic opportunities for farmers struggling to survive the farm crisis (Patterson, 2006)
The number of Kentucky agriculture of the middle (AOTM) farms increased by 11.3%, while their average farm size and total sales decreased by 18.3% and 10.4%, respectively
Summary
State Branding Campaigns Since the 1930s, state governments have been involved in marketing and differentiating agricultural products through commodity commissions and marketing boards (e.g., Washington apples, Maine potatoes, and California peaches), in part to stabilize overstrained market conditions after the Great Depression. According to Hinrichs and Jensen (2006), there are three dominant objectives in state branding programs: (1) to promote a state’s agricultural products, (2) to increase consumer awareness and consumption of those products, and (3) to develop markets and businesses within the state. The creation in 2004 of Kentucky Proud (KyP), a state branding program, was one of these projects explicitly designed to facilitate the transition of tobacco-dependent farmers and communities to new agricultural products and/or ventures (Caporelli, 2011).
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