PRODUCT PROMOTION 



Major food chain stores recognize the need for fresh Massachusetts grown 

 vegetables from local farmers for a successful produce department during the 

 local production period. 



They realize that competition from local farm stands and farmers markets 

 is at its heaviest during this time and that to entice the consumer to shop at 

 their stores, they must feature local grown vegetables as an attraction. Local 

 food chain stores have been running full colored page advertisements in Boston 

 newspapers using the "Massachusetts Grown and Fresher!" logo. Television 

 commercials also show the logo with a local farmer in the promotion. We feel 

 this is quite an accomplishment, and we are proud of the fact that a local 

 supermarket chain is helping promote our state's agriculture in such a visible way. 



The consumers are now aware that they can also buy fresh Massachusetts grown 

 vegetables at local food markets, as well as from farm stands and farmers markets. 

 The survival of local commercial farmers depends on volume production and the 

 large food chain is an excellent outlet. A commercial farmer who does business 

 with a food chain knows before he puts the seed in the ground that he has a 

 definite market for his crop. It has become a team effort, each one doing what 

 he knows best, the farmer growing and the food chain store merchandising. The 

 Division of Markets assists them and encourages them to continue this good 

 relationship ■ As the future of the vegetable grower in the State becomes more prom- 

 ising, more large food chain stores show their interest in buying "Massachusetts 

 Grown and Fresher 1" vegetables. 



PROMOTIONAL ACTIVITIES - 



The Division offers promotional material in small amounts free of charge to 

 those interested in promoting Massachusetts agriculture. 



The Division conducted a "Taste of Massachusetts" booth at the Food and Fun 

 Festival at the Commonwealth Pier promoting various aspects of Massachusetts 

 agricultural products. 



The Division designed and constructed the Department's exhibit at the New 

 England Spring Flower and Garden Show. The exhibit was presented the "James 

 Underwood Crockett Award" for "Display Best Communicating Horticultural Knowledge" 

 from the New England Nurserymens Association Inc. 



The Division also exhibits at fairs and public buildings. It also coordinates 

 The Massachusetts Chicken Contest and New Varieties Day for the Massachusetts Flower 

 Growers Association. The Division conducts farm tours for the press, food industry, 

 and visiting dignitaries. The Division is the primary liason with the agricultural 

 sector of the State for the Department. 



The Division provides the general public and the farmers of the Commonwealth 

 with informative lists: Pick-Your-Own Vegetables, Pick-Your-Own Strawberries, 

 Pick-Your-Own Apples, Pick-Your-Own Blueberries, Where-You-Can-Cut-Your-Own Fresh 

 Christmas Tree, Where To Buy Fresh Turkeys, and locations of Farmers Markets. 

 A directory of Massachusetts growers, sellers, and buyers of fruits and vegetables 

 is published by the Division to service the need of that industry. 



58 



