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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
Georgia Grown Presentation | February 2015 5
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– Outdated/Incompatible Logo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?