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Jersey Fresh sets standard for local branding

This year marks the 35th anniversary of the New Jersey Department of Agriculture (NJDA) Jersey Fresh logo, which was created so customers could immediately recognize locally grown produce.

Tom Beaver, director of the marketing and development division for NJDA, is a pretty big fan.

“The program continues to set the standard for ‘local’ branding programs across the country,” he said

Local brands are not only well known but sought out.

“We know consumers throughout the Northeast and into eastern Canada are looking for products branded with the iconic Jersey Fresh logo,” Beaver said, adding to keep up with demand, NJDA continues “to work with our retail partners to develop comprehensive point-of-sale campaigns.”

One of the program’s suppliers is R&R Flaim Next Generation Produce, LLC in Vineland, NJ, BB #:206204 which has worked with the NJDA for years.

Managing member Ryan Flaim represents the fourth generation of the family business and says Jersey Fresh inspectors are at the farm twice a week to ensure compliance with program size and quality guidelines.

To continue to capitalize on the momentum of the local movement, Beaver said the state’s annual goal is to capture consumers’ attention wherever they get their information with targeted, highly strategic promotions.

For the current growing season, NJDA is running a broad-based Jersey Fresh marketing campaign concentrating on outdoor advertising as well as radio spots and social media posts.

The program also maintains a comprehensive website with details on Jersey Fresh products, growers, statistics, and even agritourism opportunities. To keep things lively and up to date, Beaver said this year NJDA is “launching brand new video content, including newly formatted recipe videos, updates from the field, and Jersey Fresh promotional highlights from our retail partners.”

This is an excerpt from the most recent Produce Blueprints quarterly journal. Click here to read the full version.