Marketing agreement to focus on in-state promotion of California agriculture
SACRAMENTO-The California Department of Food and Agriculture has issued a decision to proceed with the “Buy California” marketing agreement based on testimony and evidence presented in a recent public hearing.
The next step in the process is a sign-up period for qualified California agricultural product organizations, which are defined as any state or federally mandated promotion program or any non-profit California agricultural organization with marketing experience willing to represent growers and/or processors generically. The deadline for sign-up is October 9, 2001.
Buy California was launched by Governor Gray Davis as a means of boosting in-state demand for agricultural products and bolstering nutrition for our residents. Research has indicated that Californians eat substantially less than the recommended daily servings of fruits and vegetables.
The marketing agreement is modeled after similar, successful programs in states like New Jersey and Texas. In California, surveys have shown that shoppers are more likely to buy a state-grown product when made aware of that fact.
Buy California will be co-funded by private industry and government. For more information about joining the marketing agreement, contact Lynn Morgan at (916) 654-1245.
California Department of Food and Agriculture Office of Public Affairs
1220 N St., Ste. 214, Sacramento, CA 95814