Establishes the Shop: Pride of New York program for food sellers which sell foods produced in New York state

Summary of provisions

Section 1: Amends the Agriculture and Markets Law by adding a new section 156-j that defines "New York product" as New York state grown farm products packed within this state in accordance with official standards established by this chapter, or any New York state produced or landed aquatic product; or any state processed food product, manufactured within the state in accordance with official standards established by the Commissioner of Agriculture and Markets. "Food seller" is defined as any person or entity regularly engaged in the sale of food and/or food products.

The commissioner is authorized to design, determine and adopt an official logo for Shop: Pride of New York food sellers which may be displayed upon the seller's premises. Retail food sellers are eligible for Shop: pride of New York membership if such businesses sell or offer at least 20 different foods and/or food products that are New York products. Each business will include in its application a list of New York products sold both annually and seasonally, the names of the New York product producers from whom such products were purchased, and a one sentence description of its business. Businesses which the commissioner finds complies with the standards established will be designated as a Shop: pride of New York food seller. Businesses that apply within one year of the effective date of this section shall receive advertising materials and official Shop: pride of New York materials free of charge. Thereafter, the Commissioner may provide such materials, as he or she feels necessary, to fulfill the goals and purposes of the Shop: Pride of New York program.

Wholesale food sellers are eligible for Shop: Pride of New York membership if such businesses sells or offers for sale such quantities and types of foods and/or food products that are New York products, as shall be established in the rules of the Department of Agriculture and Markets. Each wholesale food seller will include in its application a list of New York products sold both annually and seasonally, the names of the New York product producers from whom such products were purchased, and a one sentence description of its business. Businesses which the Commissioner finds complies with the standards established will be designated as a Shop: Pride of New York food seller.

Businesses that apply within one year of the effective date of this section shall receive advertising materials and official Shop: Pride of New York materials free of charge. Thereafter, the Commissioner may

provide such materials, as he or she feels necessary, to fulfill the goals and purposes of the Shop: Pride of New York program.

Both wholesale food sellers and retail food seller are required to pay, as part of their application, the one-time fee that is currently required by the Department of Agriculture for the Pride of New York program.

The Department of Agriculture and Markets shall establish on its departmental website a link dedicated to the Shop: Pride of New York program. This link shall include the name, location and hours of operation of each Shop: pride of New York designated food seller, and the single sentence description of their business that was included on its application. The Department of Agriculture and Markets shall work with the Department of Economic Development to promote Shop: Pride of New York food sellers.

The Commissioner shall promulgate such rules and regulations as he or she deems necessary to implement the provisions of this section.

Section Two. This act becomes effective on January 1st next succeeding the date it shall become a law.

Justification

Agriculture plays a vital role in New York's economy. Including ancillary industries, such as food processing, farming's annual economic impact on the state rises to $31.2 billion. An important and increasing factor in this success has been the local food movement.

While demand for local foods is continually increasing, a study by the economic development firm Market Ventures found over $700 million in unmet New York city demand. Additionally, polling has shown that while New Yorkers favor buying local, they are more likely to do so if they can conveniently locate such foods. Cornell University found that 40 percent of New Yorkers are interested in purchasing local foods only if they don't have to go out of their way to do so.

The current Pride of New York program has been instrumental in creating awareness about goods and products that are produced in-state. While retailers and wholesalers are included in the program, the food itself has always been the focus.

Not everyone interested in local foods can easily reach a farmers market. Many consumers seek the ability to better identify what businesses place an emphasis on locally sourcing. By creating the sister campaign of Shop: Pride of New York, we can start promoting those businesses offering local goods, and fill in gaps in the current Pride of New York.

This legislation will expand the current program to allow wholesale and retail sellers of food and food products produced in New York state access to promotional materials, thus increasing their exposure to consumers.

Retail food sellers carrying 20 or more different types of food or food products may apply for membership in Shop: Pride of New York. Wholesale food sellers offering for sale New York food or food

products in a quantity to be determined by the Department of Agriculture and Markets may apply for membership as well.

Members will receive Shop: Pride of New York advertising materials, and have their business featured on a website dedicated to the program. This shall include the name, location and hours of operations of each Shop: Pride of New York designated food seller, and a description of their business. Additionally, designated businesses will be included in advertisements as the Department of Agriculture and Markets sees fit.

To become a member, businesses must submit an application to the Department. This will include what New York foods and food products they offer, the names of producers from whom they purchase, and a one sentence description of their business.

This type of branding has been shown to positively affect consumer behavior. Individuals are found to prefer, and pay a premium for; products labeled as produced locally or in-state. Shop: Pride of New York will shine a light on those businesses locally sourcing, and help drive consumers to their doors. Shop: Pride of New York will encourage more businesses to use local products, thus increasing the demand for state products.

Legislative history

New Bill.

Fiscal implications

Minimal.

Effective date

This act shall take effect on the first of January next succeeding the date on which it shall have become a law, provided that, effective immediately, any rules and regulations necessary to implement provisions of this act on its effective date are authorized and directed to be promulgated on or before such date.