Regional strategy for marketing agriculture urged ‘New England’ envisioned as sales tool

BAR HARBOR – An offshoot of this week’s annual meeting of New England’s agriculture commissioners could be a regional marketing strategy that would promote Maine’s products nationally and internationally as part of a smorgasbord of New England farm products.

“This area is rich and diverse, with a unique flavor and unique style,” Connecticut Agriculture Commissioner Shirley Ferris said Tuesday.

With each state in the region actively marketing its own products, the commissioners jointly suggested that to market beyond Boston and New York, New England agriculture needs to begin working as a unit.

Local and regional marketing strategies were just two of the issues discussed this week by top agriculture officials at a three-day New England Association of States’ Departments of Agriculture. Topics discussed by the experts included rabies prevention, foot-and-mouth disease, marketing and promotion, exports, and value-added agriculture. Tours also were held of blueberry barrens, salmon pens and an island beef operation.

Although impressed by the consumer response to Maine’s fledgling “Get real, Get Maine!” advertising campaign, commissioners from New Jersey to Vermont had a bit of advice for Maine officials on Tuesday morning: United we stand.

“There are only five states’ products that are instantly recognized by their location,” Stephen Taylor, New Hampshire commissioner of agriculture, markets and food, said. “Maine lobsters, Vermont maple syrup, Florida orange juice, Texas barbecue and California wine. Internationally, beyond that, forget it.”

Taylor suggested a more regional approach, using a New England logo and the region’s unique heritage, diversity and style as a marketing tool. “There is something about New England,” said Taylor, “that can sell over, say, Kansas or Nebraska.”

Other commissioners told of similar strategies – for example, to sell soybeans by linking Delaware, New York and Pennsylvania for strength in the marketplace.

“There is an awful lot to be gained by working together,” said Nathan Rudgers, commissioner of New York’s departments of agriculture and markets.

“There is a bigger message here than the ‘buy local’ message. At some point, we should have regional discussions and coordinate our efforts.”

Maine Agriculture Commissioner Robert Spear promised that those discussions would be held. “This is very exciting,” he said.

Maine’s “Get real” campaign is less than 2 years old, he said, and has been implemented only for a year.

Still, said Spear, a recent survey conducted by the state’s advertising agency revealed that 45 percent of those people contacted were aware of the “Get real” campaign.

Some grocery stores clearly mark Maine produce, while other producers mark each product, such as loaves of bread, individually with the bright green “Get real” stickers.

The program was initiated to create an image for the Maine-grown brand on everything from wool sweaters to Christmas trees to milk.

It has been linked to the very successful fall campaign, Maine Menus Month, which featured Maine meat, produce and herbs in the state’s restaurants.

The advertising campaign also has bolstered participation in Maine’s Farmshare program for senior citizens.

The Farmshare program will provide fresh vegetables, meats and other Maine products, such as honey, eggs and syrup, to more than 17,000 senior citizens through farm-to-senior deliveries, food pantries and senior meal sites.

Maine received a federal grant of $769,000 for the program, said Deanne Herman, marketing director for the Maine agriculture department. With the summer harvest season only just beginning, she said, the program already is seeing success.

“We have already learned that Maine farmers are looking for new market opportunities and are willing to adapt to meet them,” she said.

The experts agreed, individually adding that new markets and niche marketing could be New England’s trademark.

With smaller, more diverse farms in New England and along the Eastern Seaboard than in other parts of the country, programs such as Farmshare and regional marketing cooperatives could save farms and livelihoods.

Herman said the Farmshare funds, however, are not included in this year’s federal budget and suggested that the state’s commissioners pressure their congressional representatives to continue funding the program.

Spear said the program brought “three-quarters of a million dollars into Maine. It is not only good for seniors, but was a great boost for the more than 150 participating farms.”

Thomas Harty, Vermont agriculture, food and markets commissioner, said the Farmshare program in his state “is working remarkably well.

” [U.S. Secretary of Agriculture] Ann Veneman needs to hear from all of us that this program needs to continue,” he said.