A few years ago, the state’s blossoming Buy Local movement prompted the Georgia Department of Agriculture to create the “Georgia Grown” program to promote fresh foods grown within the Peach State. The Georgia Grown program provides a powerful branding tool as well as education, marketing, and business connections for agricultural companies throughout the state. In early 2012, the Georgia Department of Agriculture launched a revamped Georgia Grown campaign, complete with a redesigned logo and a brand new website (GeorgiaGrown.com.)
“Businesses [on the market] are working to source and promote more local products, which is working well with our Georgia Grown program,” says Paul Thompson, the Atlanta Market’s manager. He says the Atlanta State Farmers Market held three Georgia Grown farmer showcases in 2012 in an effort to spotlight locally grown produce.
“We’ve always supported Georgia Grown,” adds Lineberger. “[Locally grown product] sells whether you spotlight it or not. But the retailers in Georgia want to make sure consumers know they support Georgia Grown, so it’s more in the public eye these days.”
Organics
Georgia produce businesses have also noticed a slow yet steady growth in organics. “Demand for organic produce seems to be picking up some,” says Lineberger. “It seems to be more in the limelight these days than it has in the past.”
Although there are only about 40 certified organic growers in Georgia out of the state’s 47,000 farms, total acreage devoted to organics has more than quadrupled over the last half-dozen years. “With increased consumer awareness, we have seen significant growth in organic produce sales as well as in the leafy greens, kale, collards, and other healthy alternatives,” says Young.
Organic fruits and vegetables have also become more important to the state’s restaurant industry, which had total sales of over $14 billion in 2012. Just as agriculture is a major employer, about 385,000 Georgians (representing 10 percent of the state’s total workforce) work in over 16,000 fast food, fast-casual, and fine dining establishments—most of which are clustered around the Atlanta and Smyrna region.
“If people continue to be health conscious, then that will certainly benefit everybody in the produce industry,” says David C. Rose, president and treasurer of Merrin-Cravens Company, a venerable broker on the Atlanta Market. “Of course we have to continue to promote our products and get the word out to consumers—and that’s a tough thing to do, and it doesn’t come cheap.”
