GROUP INDUSTRY PROMOTION 



Save Money, 



Boost Business, 



& 



Learn 



From Each Other! 



Gail D. McWilliam 



Just what do producers of pro- 

 ducts such as goat's milk cheese, 

 strawberries, sod, pansies, maple 

 syrup, angora fiber and pesto have 

 in common? They are all involved 

 in agriculturally-related businesses 

 and they have all participated in 

 group industry promotion projects 

 in Sullivan County, New Hamp- 

 shire. What began as an effort of 

 nine businesses in 1987 has grown 

 to more than thirty, five years later. 

 Originally a group of fruit, vegeta- 

 ble, and ornamental growers, the 

 organization today includes repre- 

 sentatives from all commodity 

 areas, from throughout the county. 

 Strong feelings among participants 

 about the importance of agriculture 

 to New Hampshire's economy and 

 quality of life have made these 

 group projects successful. 



From the start, the group's mission 

 has been to create awareness of the 

 scope of local agriculture, as well as 

 to promote individual businesses 

 and products. The participants 

 themselves have funded the pro- 

 jects, but they have also sought 

 alternative funding opportunities 

 and have been the recipients of two 

 matching promotion grants from 

 the New Hampshire Department of 

 Agriculture. 



Joint promotion efforts have 

 included developing a distinctive 

 "Sullivan County Agriculture" logo 

 to increase recognition of local 

 agricultural products and enhance 

 the "It's Native New Hampshire" 

 program. A directory of partici- 



For more information 



about the Sullivan County 



Agricultural Promotion Project 



contact UNH 



Cooperative Extension, 



Sullivan County, 



24 Main St., 



Newport, NH 03773; 



telephone: 863-9200. 



paring businesses has been printed 

 and updated every year and dis- 

 tributed by the producers through 

 information outlets in their commu- 

 nities and at their businesses. The 

 logo has also been incorporated into 

 a label for use in product packaging, 

 posters, etc. 



Last summer was probably the bus- 

 iest yet as far as the variety of pro- 

 motion activities that the group has 

 undertaken. To expand their pro- 

 motion opportunities, the group 

 cooperated with two regional tour- 

 ism/business associations. This led 

 to increased distribution oi the agri- 

 culture business directory and invi- 

 tations to participate in regional 

 community events. Because of these 

 connections, the group established 

 an informational booth at an out- 

 door concert series in the town of 

 Newport. Each Sunday evening 

 during the summer, concert-goers 

 were treated to such delights as col- 

 orful flower baskets, strawberry 

 shortcake, maple milkshakes, fresh 

 blueberries and tangy goat's milk 

 cheese. There was also opportunity 



to meet rabbits, goats, sheep and 

 pigs face to face. 



The concert program was such a 

 success that the group decided to 

 take the booth to the Cornish Fair. 

 An exhibit featuring a variety of 

 local agricultural products served as 

 backdrop to special action demon- 

 strations provided by producers 

 during the three day fair. 



Finally, last summer, a special 

 advertising series was arranged in a 

 local area feature magazine. 

 Because of group purchasing, 

 advertising was made available to 

 group members for just $10 per ad. 



How much does it cost to partici- 

 pate in these group efforts.' Costs 

 vary depending on the project and 

 number of participants, but last year 

 each business paid a minimum of 

 $25 and a maximum of $45. A 

 fairly small expense considering 

 one business could quickly spend 

 several hundred dollars to do the 

 same things on its own. 



There are other benefits to partici- 

 pation in addition to effective in- 

 dustry promotion and saving mon- 

 ey. Agri-business operators have 

 gotten to know each other. Many 

 now share supplies and equipment, 

 and even ideas. As one group 

 member said, "We learn from each 

 other and we can improve our own 

 business and our industry". 



Gail D. McWilliam is Extension 

 Educator, Agricultural Resources, for 

 SxMvan County Extension.^ 



February/March 1992 13 



