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 ISA’s Be a Local Hero, Buy Locally Grown
Campaign looks forward to third year.
By: Michael Abbate, Marketing Director |
Wow! Here we are about to enter the third full year of the Local Hero campaign. A lot has been accomplished and CISA staff are geared up to continue building on the success of the campaign. Thanks again to all the participants in the campaign and to the residents of the Pioneer Valley who have responded so well by supporting local agriculture. It is encouraging to live in an area that has not lost its agricultural roots and consciousness about the vital roles farming has in our communities.
CISA’s fundraising efforts this year were given a boost early on as we were awarded a $30,000 grant from the Massachusetts Department of Food and Agriculture. At a recent press conference at the Green Fields Market to announce the grant, Jay Healy, Commissioner of the Department, commented, “The campaign has shown the rich diversity of farming in the Pioneer Valley. This effort will continue to benefit farmers and consumers alike.” CISA appreciates the continuing support from the Department of Food and Agriculture and looks forward to working with the dedicated staff of the Department over the coming year.
As in any marketing and promotion effort, the basics of the Local Hero campaign will not change this year. Radio and newspaper advertising will continue to promote the “Buy Locally Grown” message as well as highlight individual farms and farm products. CISA is also exploring creative opportunities to utilize local media outlets in new ways. CISA will continue its partnership with the “Backyard Gardener” show on
WHAI-Greenfield, co-hosting with Annie Cheatham about one show a month this year. We are also working with local reporters to help generate more in-depth stories that will give readers a closer look at various types of farming and explore some of the broader issues in the farm community.
Of course, the Pioneer Valley Farm Products Guide will be published again this spring (see sidebar) and we are planning to introduce a new publication as well. As the popularity of recipes has increased, we thought it would be great to compile the favorite recipes from our local farmers and restaurants and print a small index-card sized booklet. We are collecting recipes now and plan on having this available by late May. The booklet will be available through participating retailers, restaurants and at local farmstands and farmers markets. The recipes will feature educational, creative and fun ways to use local farm products.
While the campaign does require quite a bit of behind-the-desk work to run smoothly, we are also planning to increase our public promotions, including tastings at local grocery stores and additional promotions at some local farmers markets. At this time, we are still looking for an outgoing person to wear our carrot and apple suits at various promotional events throughout the year. CISA is also working with events like CiderDay 2001 to assist them in expanding the program and publicizing the event. The best way to learn more about local farming is to visit a local farm and we want to be more active participants in those types of opportunities. In addition, CISA is planning on carrying out a farm tour of its very own this September. This is sure to be a great event packed with all sorts of fun events and great food.
We are also continuing our recruitment efforts of local farms, retailers and restaurants. If you know of a good candidate for the campaign, please let us know. For specific questions about the campaign this year, please call Michael
Abbate, CISA Marketing Director.
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