Bureau of Markets 



Janet Christensen, Acting Chief 



Expanding the market for Massachusetts agricultural 

 products is the major objective of the Bureau of 

 Markets, and a strong promotional program is the key to 

 our accomplishments in 1988. 



A major component of our marketing strategy is the 

 "Massachusetts grown. ..and fresher!" slogan. Over the 

 past fifteen years this has paid off through expanded 

 markets for many farmers in the Commonwealth and a 

 greater awareness by Massachusetts consumers of the 

 quahty and freshness of local food products. 



What our staff lacks in size, it makes up for in en- 

 thusiasm, and the many events and activities of the past 

 year have helped us reach out in new ways for new 

 markets for Massachusetts growers. 



Supermarkets and Roadside 

 Markets 



To help promote the sale of our excellent local farm 

 and food products, the Bureau develops "point-of-pur- 

 chase" materials for use by supermarkets and roadside 

 farmstands. This year's king-size posters picturing fruits 

 and vegetables were colorful reminders the "The Time is 

 Ripe for Massachusetts." 



With the assistance of the Department's promotional 

 advisory committee, the Department hosted the fourth 

 annual "Fine Foods Dinner" to thank supermarket buyers 

 for their interest in purchasing local products. We also 

 arranged the proclamation ceremonies for "Mas- 

 sachusetts Supermarket Week" during August. 



The Bureau of Markets has coordinated its efforts 

 with the Massachusetts Association of Roadside Stands 

 (MARS). In March, a one-day direct marketing con- 

 ference was held and topics covered were of specieil 

 interest to Bay State Grower-marketers. The Bureau also 

 aided MARS in launching their newsletter "Farmstand 

 News," which features marketing issues and MARS busi- 

 ness. 



OiU" regionally assigned Marketing Specialists con- 

 tinually aid farmstand managers with management 

 problems and distribute our "Massachusetts Grown ... 

 and Fresher" point-of-purchase materials. 



The Foreign Trade Office assists Massachusetts 

 agribusiness firms in launching international marketing 

 programs geared to their products for their current 

 regions of export and/or new global areas. 



The Fresh Connection 



The "Fresh Connection" project, aimed at facilitating 

 relations between growers, food processors and those in 

 the restaurant and food service industry, featured a lunch- 

 eon, farm tours and participation in trade shows during 

 1988. The newsletter was also pubhshed and sent to some 

 600 restaurateurs, growers, food processors and mem- 

 bers of the media. The program is designed to help local 

 growers find direct markets, and to improve the com- 

 munication between local producers and restaurant 

 chefs. 



The Bureau of Markets coordinated participation in 

 several trade shows throughout the year. To foster direct 

 marketing, commodity group representatives par- 

 ticipated in the March 1988 Northeast Food Service and 

 Lodging Exposition, which some 10,000 industry buyers 

 attende, as well as the November New York Gourmet 

 Shows. These producers gained increased exposure for 

 their products and generated business. 



Food Buyers Guide and Markets 

 Information 



The Food Buyers Guide is published weekly by the 

 Bureau of Markets. The state has been divided into three 

 areas: Boston and vicinity, central, and western Mas- 

 sachusetts for the purpose of compiling accurate prices. 

 At the beginning of each week, a market investigator 

 records prices of produce, meat, dairy, and fish from 4 to 

 5 retail stores in their respective areas. 



During the Spring and throughout the harvest season, 

 the market reporters visit roadside farmstands and 

 farmers' markets and obtain prices on local produce. 



Prices collected for each product are tabulated by 

 range: highest to lowest as well as the most prevalent price 

 for each product. 



The Food Buyers Guide is mailed to Food Editors, 

 County Extension Services, Growers and farmers market 

 masters, as well as members of the agricultural industry 

 in other states. The guide is an excellent source for infor- 

 mation on the best buys of the week, future price expec- 

 tations based on availability of product, and a source for 

 comparison of prices in different areas of the state. 



