"California Grown" Campaign Awarded Specialty Crop Block Grants

SACRAMENTO, Calif. (February 19, 2010) - The Buy California Marketing
Agreement, the organization that oversees the popular "California Grown"
campaign, was recently awarded two grants to conduct marketing programs
in domestic and international markets.

The campaign was awarded $500,000 to conduct a "California Grown"
marketing program that will feature the stories of California farmers
who are the heart and soul of California agriculture.

Profiles of California farming families will be delivered to
Californians through a mix of marketing tactics including radio
advertisements, point of purchase promotion and media relations.

"We believe reading, seeing and hearing the story of California
agriculture straight from the grower will instill pride in California
grown products, and help to reconnect Californians with the people who
produce the great abundance of specialty crops available to us in the
Golden State" said Maile Shanahan Geis, Executive Director of the Buy
California Marketing Agreement. "In turn, we believe these personal
stories will inspire Californians to do their part by seeking out and
purchasing locally grown products."

Additionally, the campaign was awarded $325,324 to build upon previous
successful marketing efforts in Japan. The grant funds will be used to
carry out marketing and public relations activities to increase exports
of California specialty crops to this market.

Activities will focus on improving consumer perceptions of California
grown products and raising the profile of these products in consumer
media and at point of sale.

"We are thrilled to continue our campaign efforts in Japan" said
Shanahan Geis, "Japan is a vital export market for California products
and we are continuing to raise awareness of the quality and safety of
California grown products among the Japanese consumer."

The Specialty Crop Block Grant Program funds projects that enhance the
competitiveness of specialty crops. The program is administered by the
United States Department of Agriculture Agricultural Marketing Service
and locally overseen by the California Department of Food and
Agriculture.