OIVISIOM OF AGRICULTURAL DEVELOPMENT 

 John J. Fitzgerald, Director 



The nanifold task of maintaining a viable agriculture for the mutual bene- 

 fit of the agribusiness industry and the consumer is the objective of the 

 Division and the two Bureaus. 



The compatible functions of all units can be concisely stated as the 

 establishment, protection and preservation of an agricultural land base together 

 with the development, servicing and promotion of efficient movement of food and 

 agricultural products to the consumer. 



The role of each unit of the Division in accomplishing this task is 

 described herein. 



BUREAU OF MARKETS 

 Guy L. Paris, Chief 



The objectives of the Bureau are to direct the functions of export 

 marketing, public information, market news, milk flavoring program, promotional 

 programs, roadside marketing, farmers markets and to assist commodity groups. 



The Bureau develops exhibits for trade shows, shopping center malls and 

 agricultural fairs, prepares news releases, pamphlets and public service announ- 

 cements. The Bureau assists commodity groups with legislative problems, their 

 promotional programs and the marketing of their products, and assists agri- 

 cultural purchasers in their negotiation with local farmers. Staff members 

 attend functions related to marketing and promotion of agricultural products, 

 develop and distribute point-of-purchase material and promotional material to 

 retail stores and roadside stands pertaining to "Massachusetts Grown and 

 Fresher" ! 



This year, the Bureau conducted a seminar at the State House promoting 

 "Opportunities for Produce Wholesaling", conducted a produce buyer's vegetable 

 farm tour, assisted local roadside stand operators with their building permit 

 problems, assisted growers in their greenhouse construction problems with cities 

 and towns, alloted promotional funds to commodity groups, and Federal /State 

 Marketing Improvement Funds. 



The main concern of the Bureau is to move Massachusetts agricultural pro- 

 ducts to markets. These markets can be direct sales to consumers, large or 

 small retail foodnarkets, wholesalers, state or private institutions and other 

 retail outlets. 



The marketing of farm products in Massachusetts results in cash receipts to 

 local farmers of more than 300 million dollars. Agribusiness in the state is 

 valued at several billion dollars, and food stores represent the largest retail 

 business in the Commonwealth with some 5,714 food stores which generate sales of 

 over four billion dollars. 



36 



