The California Grown Campaign reminds all of us how important it is to look for and purchase agricultural products grown and produced in the Golden State. The campaign is a true public-private partnership. It is supported by the state and federal governments, as well as by the hundreds of growers who provide Californians with food, clothing, shelter and fiber. The campaign is also working with hundreds of stores throughout the state to promote California products.

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Research

Becoming involved with the campaign taps into huge brand awareness and proven success with the "California Grown" logo. Not only have growers, chefs, and retailers noticed a difference by using the blue licenseplate, the advertising has been constantly improving consumers' knowledge of the program. Research has been done statewide periodically since the start of the program to ensure that marketing decisions were focused on generating beneficial results.

Some of those results include the following statistics:

Awareness of the "California Grown" commercials has risen from 29% to 37% with the addition of Governor Arnold Schwarzenegger
68% of viewers recall the main message of the advertising - that buying California grown products helps the state's economy
Those aware of the commercials are twice as likely to be buying more California grown products than they were "six months ago".
43% of consuemrs say that it is extremely or very important to buy California grown products (up from 30% compared to the California Grown benchmark study)




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