Georgia GrownNorth Georgia Farm Trail

Georgia Grown Presentation | February 2015

Overview of Georgia Agriculture2012 Farm Gate = $13.9 billion

$900 million increase over 2011Commodity Farm Gate % Total

1. Broilers $4,698,860,078 33.8 %

2. Cotton $1,303,963,388 9.4%

3. Peanuts $ 891,855,186 6.4%

4. Eggs $ 792,868,250 5.7%

5. Beef $ 537,688,093 3.9%

6. Timber $523,290,282 3.8%

7. Corn $507,140,881 3.7%

8. Horses $342,171,919 2.5%

9. Dairy $338,351,360 2.4%

10. Greenhouse $259,160,015 1.9%

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Georgia Grown Presentation | February 2015

Overview of Georgia Agriculture

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• The vegetable crop in Georgia grew 19.8 percent to $935 million.

• Most Valuable Vegetable Crop?

– #1 Vidalia Onions at $163 Million

• Followed by Watermelons, Bell Peppers, Sweet Corn, and

Snap Beans

• Most Valuable Fruit or Nut Crop?

Georgia Grown Presentation | February 2015 4

Georgia Grown’s Purpose

• Georgia Grown is a marketing, community and economic

development platform designed to grow local economies throughout

our state.

• Georgia Grown Goals: “We Help Georgia Grow”

– Economic Development

– Marketing, Education & Outreach

– Nutrition & Wellness

– Environmental

– Culture & Lifestyle

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Why a New Program?

4 Major Problems

– Outdated/Incompatible Logo

– Buyers and Producers were

Disconnected

– Producers in Need of

Marketing Assistance

– Uninformed Consumers

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Why a New Program?

4 Major Benefits

– New Modern Logo

– Easy to Reproduce

– Can be easily scaled to fit

different sizes for different

uses

– A new comprehensive

program

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Who is Georgia Grown for?

• Entities involved in Georgia agriculture or that use Georgia agri-products in its offering.

– Fruit, vegetable, and nut growers that sell to the public and other businesses

– Restaurants, Retailers and local suppliers

– Artisanal food businesses i.e. honey, jam, cheese and wine growers/manufacturers

– Agri-tourism operations

– Ag equipment and supplies dealers

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How does Georgia Grown work?

Silver Membership – $100 Annually

• Use of the logo on your packaging and marketing

materials

• Being listed on our highly searchable statewide

directory designed to connect your company with

buyers and consumers

• Discounts on credit/debit card and EBT

transactions

• Access to additional benefits as the program

evolves over time

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What Georgia Grown is NOT

• A for-profit business designed to make the Department

money… all monies go back into growing the program

which in turn grows Georgia’s Agribusinesses.

• Another regulatory agency

• A replacement for YOUR active engagement and

participation in local ag, economic development and

business groups

Georgia Grown Presentation | February 2015

Consumers Prefer Locally GrownConsumer Willing to Pay More – South Carolina

“South Carolinians are willing to pay an average premium of about

27% for state-grown produce and about 23% for state-grown animal

products relative to out-of-state grown products. This finding

suggests good prospects for the agricultural branding and promotion

campaign in South Carolina if marketers are able to differentiate and

consumers are able to identify local products. Currently only 32% of

consumers can identify SC products. It also indicates that South

Carolina producers can add value to their Locally grown products by

labeling and identifying them as “SC grown.”

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• Carpio, Carlos E., and Olga Isengildina‐Massa. "Consumer willingness to pay for locally

grown products: the case of South Carolina." Agribusiness 25.3 (2009): 412-426.

Georgia Grown Presentation | February 2015

Consumers Prefer Locally GrownWilling to buy Local over Organic

“Based on our review, we argue that demand for local food arose

largely in response to corporate co-optation of the organic food

market and the arrival of ‘organic lite’. This important shift in

consumer preferences away from organic and toward local food has

broad implications for the environment and society. If these patterns

of consumer preferences prove to be sustainable, producers,

activists and others should be aware of the implications that these

trends have for the food system at large.”

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• Adams, Damian C., and Matthew J. Salois. "Local versus organic: A turn in consumer

preferences and willingness-to-pay." Renewable Agriculture and Food Systems 25.04

(2010): 331-341.

Georgia Grown Presentation | February 2015

Consumers Prefer Locally GrownFood Safety Concerns

“Findings reveal that consumers are willing to pay a premium of

$0.18 per pound for locally grown spinach marked with the Arizona

Grown label over locally grown spinach that was not labeled. This

premium was higher than the $0.10 premium that would be paid for

statebranded carrots. This difference highlights consumers’

perceptions of locally grown as an indicator, or “cue,” of safety in

their food supply.”

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• William E. Nganje et. al., State-Branded Programs and Consumer Preference for Locally

Grown Produce, 40 AGRIC. AND RES. ECON. REV. 31 (2011)

Georgia Grown Presentation | February 2015

Consumers Prefer Locally GrownHorticulture Plant Sales

“The conjoint analysis results revealed notable differences in the

extent to which plant types and attributes influenced intentions to

purchase plants among different consumer segments. Overall, the

intentions were most influenced by plant type (30%) followed by

origin of production (21%) and potting container type (17%). Price

attribute and production practice contributed the least at 16% each.”

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• Behe, Bridget K., et al. "Consumer Preferences for Local and Sustainable Plant Production

Characteristics." HortScience 48.2 (2013): 200-208.

Georgia Grown Presentation | February 2015

How Georgia Grown Can Help Scale is Important

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$ P

rofit

Volume (Yield)

$0

Farmers Markets

Product Development

Regulatory Assistance

Cottage Foods

Product Showcases

Distributor Connections

Wholesale Facilities

Export Assistance

Georgia Grown Presentation | February 2015

Producer Support

• To Date:

600+ Paid Members, 1500+ website listings

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Georgia Grown Presentation | February 2015

Farmers Showcase Events

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Georgia Grown Presentation | February 2015

Atlanta Motor Speedway

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Georgia Grown Presentation | February 2015

Atlanta Motor Speedway

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Georgia Grown Presentation | February 2015

Fairs and Special Events

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Georgia Grown Presentation | February 2015

Georgia Grown Products and

Promotions

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Georgia Grown Presentation | February 2015

Harvey’s Partnership

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Georgia Grown Presentation | February 2015

Kroger Promotions

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Georgia Grown Presentation | February 2015

Walmart Promotions

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Georgia Grown Presentation | February 2015

Georgia Grown at the Airport

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Georgia Grown Presentation | February 2015

Georgia Grown Restaurants

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Georgia Grown Presentation | February 2015

Agritourism

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Georgia Grown Presentation | February 2015

Agritourism Signage Program

• The Georgia Department of Agriculture initiated an agritourism

program in 2008 that issues road signs to qualified agritourism

operations throughout the state.

• These sites are designation by green directional signs along

state highways in an effort to provide visitors the opportunity to

identify and enjoy Georgia’s thriving agritourism operations.

• In order for agritourism locations to qualify, they most provide:

– Point of business sign with the name, and regular hours of operation.

– Public Restroom Facilities

– Available Drinking Water

– On-site Telephone for emergency purposes

– An all-weather structure

– An active, updated website

– Adequate Parking and Handicap Accessibility

• If you have any questions concerning Georgia Agritourism

sites please contact Cindy Norton at 404-656-5901.

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Georgia Grown Presentation | February 2015 30

Food SafetyScenario: An agritourism location would like to sell products at a farmers market and/or

on their farm but is unsure of current food safety guidelines.

Response: • Board of Health vs. Department of Agriculture

– Generally, food prepared for on premises consumption would be regulated by your local board

of health. For example, food served warm and on a plate.

– Food that is prepared for off premises consumption is regulated by the Department of

Agriculture. For example, packaged food sold cold.

• Fresh Produce– Selling unaltered fresh produce or hosting a You-Pick does not require a license.

– However, simply slicing or freezing fresh produce for sale will require a license from the

Department of Agriculture

• Processed Food – Processed food products require licensing from the Department of Agriculture

– Some exemptions exist for “low risk” foods sold directly to consumers, these would fall under a

Cottage Food License, which allows producers to produce “low risk” foods in their home

kitchens

More Information? http://www.agr.georgia.gov/foodsafety.aspx

Georgia Grown Presentation | February 2015

Georgia State Farmers Markets

• 9 Markets– Atlanta

– Augusta

– Macon

– Cordele

– Moultrie

– Cairo

– Thomasville

– Valdosta

– Savannah

• Retail and Cooler Space

• Some Processing and

Incubator Space

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Georgia Grown Presentation | February 2015

Regulatory/Grants

• Cottage Food Licenses

• Organic Certification Cost-Sharing

• GATE

• Market Link – SNAP for Farmers

• Specialty Crop Block Grant

• Federal-State Marketing Improvement Program Grant

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Georgia Grown Presentation | February 2015

Area Georgia Grown

Coordinators

• Beth Meeks 478-973-8974

• Sara Cook 229-454-0612

• Happy Wyatt 478-365-2372

• Jason Deal 912-293-2670

• Tom Neville 706-505-8155

• Cindy Norton 404-295-2159

• Kelli Williams 404-859-9600

• Nathan Wilson 404-922-4732

• Holly Chute 404-473-1358

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www.GeorgiaGrown.comThank You! Any Questions?