BUY CALIFORNIA PROGRAM MOVES FORWARD WITH FORMAL CALL FOR PARTICIPATION

Marketing agreement to focus on in-state promotion of California agriculture

SACRAMENTO, September 28, 2001-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.

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FLEX YOUR POWER. To meet California’s energy challenge, CDFA urges businesses and consumers to conserve. For a list of simple ways that you can reduce demand and cut your energy costs, see our Web site @www.cdfa.ca.gov.