13 groups join marketing agreement designed to stimulate economy
SACRAMENTO-The first 13 agricultural marketing groups to join the “Buy California” marketing agreement will gather for its initial meeting on Thursday, November 8 in Monterey. The organizations, which have agreed to provide initial industry co-funding, are scheduled to deal with a series of administrative issues that would lay the groundwork for a promotional program to urge Californians to consume more in-state agricultural products.
“California is truly the bread basket of the nation, the largest agricultural state by far,” said CDFA Secretary William (Bill) J. Lyons, Jr. “We have the safest, freshest, most abundant food supply in the world. This can be a tremendous marketing advantage for our producers, retailers and restaurateurs. I salute the 13 organizations that are stepping up to make ‘Buy California’ a success.”
California Governor Gray Davis led the effort for a $5 million budget appropriation to start the program, which was developed in conjunction with two Central Valley economic summits sponsored by the governor.
The marketing agreement will be patterned after similar programs in states such as New Jersey and Iowa and may also model itself after successful promotional campaigns for individual commodities like cheese, milk and raisins.
Research conducted during the formation of “Buy California” indicated that the majority of shoppers surveyed would select a known in-state product when given a choice. That willingness could deliver a
boost to the agricultural economy.
The program would also bring important nutritional benefits to Californians by urging them to adopt a healthier diet.
The “Buy California” board members are as follows:
Dennis A. Balint California Walnut Commission
Mark Chandler Lodi-Woodbridge Winegrape Commission
Florence Cubiburu California Sheep Commission
Jim Culbertson California Cherry Board
Jonathan W. Field California Plum Marketing Program (representing tree fruit)
Carolyn Hughes California Tomato Commission
Scott Horsfall California Kiwifruit Commission
Ron Klamm California Fig Board
Kathleen Nave California Table Grape Commission
Rich Peterson California Dried Plum Board
Terry W. Stark California Raisin Marketing Board
Chris Zanobini California Pear Board
Donn Zea California Forest Products Commission
California Department of Food and Agriculture Office of Public Affairs
1220 N St., Ste. 214, Sacramento, CA 95814