Building on a Successful History

“California Grown” Poised for a Strong Future

New Leadership and Continued Funding Set the Stage for the Coming Year
Since its inception in 2002, the “California Grown” public education campaign has experienced unprecedented success in its efforts to not only reach the state’s population about the importance of buying locally grown agricultural products, but also to actually influence their buying behaviors.

To date, the campaign proves to provide one of the largest returns on a state investment. In fact, a 2004 California State University, Sacramento study estimates that sales of California grown agricultural products have increased 7.1 percent in the state since the beginning of the campaign, which converts into $897 million in increased sales. Remarkably, this is based on an initial investment of
$26 million state and federal dollars.

Today the Buy California Marketing Agreement (BCMA) continues to operate the “California Grown” campaign with the remainder of the initial unallocated federal funding from 2001. While these dollars will support statewide advertising, retail and public relations activities through the end of the 2006/2007 state fiscal year, the program’s dedicated and ambitious new leadership team is tasked with securing long-term funding for “California Grown.”

Sande Monagan, the new chief executive officer of the BCMA, is focused on securing long-term sustainable funding for the statewide education campaign she now oversees. She believes one of the best ways to do this is to build upon the momentum the program has built during the past four years.

“The California Grown campaign has woven itself into the fabric of consumers’ shopping experience,” said Monagan. “We are committed to do everything we can to ensure this important program continues for years to come.”

Under the direction of marketing director, Maile Shanahan Geis, a strategic combination of advertising, retail promotions and public education activities will continue to surround consumers with “California Grown” messages. The goal of this integrated campaign is to teach consumers that simple purchasing decisions make a real difference to the state’s economy, which ultimately benefits all Californians.

Following his involvement in a successful “California Grown” public service announcement last spring, gold medalist snowboarder Shaun White will continue to serve as the face of “California Grown” for 2007. With broad appeal among kids and adults alike, White will help deliver important messages to millions of consumers through public appearances and a statewide schools initiative.

Another important segment of California’s population is the Hispanic audience. With annual buying power of $171 billion and an emphasis on cooking with fresh ingredients, the 12 million Hispanic Californians are a key focus for the program. “California Grown” will hold retail promotions and distribute materials at Hispanic grocery stores and other community events throughout the year.

Consumers will also continue to see “California Grown” at retail stores and restaurants throughout the state. In-store promotions at grocery and home improvement stores will reward customers for buying a combination of locally grown products, and statewide restaurant chains will hold promotions rewarding patrons for buying special “California Grown” meals or menu items. The retail programs will be supported with advertising, including billboards and radio spots.

“We are confident that consumers will continue to embrace the ‘California Grown’ campaign over the coming year, and that support will in turn help us establish the need for long-term funding to sustain the program,” said Monagan. “By instilling pride in California and making it easy for consumers to identify homegrown products, we believe that consumers will continue to ‘Be Californian, and Buy California Grown.’”

About The Buy California Marketing Agreement
The Buy California Marketing Agreement is a joint effort of agricultural industry groups representing the products of California’s farms, ranches, forests and fisheries. Working as an advisory board to the California Department of Food and Agriculture, BCMA brings together industry and government resources to increase the awareness, consumption and value of California agricultural products, helping the state’s consumers enjoy the best of the California lifestyle.

The “California Grown” campaign is funded through public and private contributions by the U.S. Department of Agriculture, the California Department of Food and Agriculture, and the following California agricultural organizations:

• California Aquaculture Association
• California Asparagus Commission
• California Avocado Commission
• California Cherry Advisory Board
• California Citrus Growers Association
• California Fig Advisory Board
• California Forest Products Commission
• California Fresh Garlic Producers Association
• California Kiwifruit Commission
• California Nectarine Administrative Committee
• California Olive Committee
• California Peach Commodity Committee
• California Pear Advisory Board
• California Plum Marketing Board
• California Poultry Federation
• California Raisin Marketing Board
• California Salmon Council
• California Strawberry Commission
• California Table Grape Commission
• Wine Institute

For more information, visit www.californiagrown.org