Directs the commissioner of agriculture and markets to establish a Grow: Pride of New York program for nursery dealers which use products produced in New York state

Summary of provisions

Section 1: Amends the Agriculture and Markets Law by adding a new article 24-A that defines "New York product" as New York state horticultural products grown within this state in accordance with official standards established by this chapter and by the commissioner of Agriculture and Markets. A nursery dealer is defined as a single location which regularly operates for the sale of horticultural products and related items for compensation. Dealers with multiple locations will have to register each location.

The commissioner is authorized to design, determine and adopt an official logo for Grow: Pride of New York dealers which may be displayed upon the business' premises. Dealers are eligible for Grow; Pride of New York membership if not less than twenty five percent of the products at such establishment are New York grown.

Each business will include in its application a list of New York products used and served both annually and seasonally, the names of the New York products producers from who such products were purchased, and a one sentence description of the items offered. Businesses which the Commissioner finds complies with the standards established will be designed as a Grow: Pride of New York dealer. Businesses that apply within one year of the effective date of this section shall receive advertising materials and official Grow: 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 Grow; Pride of New York program.

The Department of Agriculture and Markets shall establish on its departmental website a link dedicated to the Grow; Pride of New York program. This link shall include the name, location and hours of operation of each Grow; Pride of New York dealer, and each dealer that was included in the application. The Department of Agriculture and Markets shall work with the Department or Economic Development to promote Grow; Pride of New York dealers in cooperation with an advisory board composed of industry members.

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 l 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 $44 billion. According to the USDA statistics from 2010, horticulture is second in gross sales in New York in comparing all agricultural industries. It is also one of the few that generates sales tax revenue for the state. An important and increasing factor in this success has been the local green revolution.

While demand for local foods is continually increasing, polling has shown that while New Yorkers favor buying local, that are more likely to do so if they can conveniently locate such products. Cornell University found that 40 percent of New Yorkers are interested in purchasing local products 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 horticultural products itself has always been the focus.

Not everyone interested in local horticultural products 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 Grow: Pride of New York, we can start promoting those dealers selling local items and fill in gaps in the current Pride of New York.

This legislation will expand the current program to allow horticulture dealers selling horticulture products produced in New York state access to promotional materials, thus increasing their exposure to consumers.

Horticulture dealers are eligible for membership of no less than 25% of the items sold are New York products. Members will receive Grow; 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 for each Grow; Pride of New York designated dealers, and a description of their business.

Additionally, designated businesses will be included in advertisements as the Department of Agriculture and Market sees fit.

To become a member, dealers must submit an application to the Department. This will include what New York horticulture products they grow and sell, the names of the products from whom they purchase, and a one sentence description of the products offered.

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. Grow: Pride of New York will shine a light on those dealers locally sourcing, and help drive consumers to their doors. Grow: Pride of New York will encourage more dealers 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.