Creates a "Grown in New York" program campaign to increase awareness and consumption of locally grown and produced foods and related products

Summary of provisions

Section 1 amends the Agriculture and Markets Law by adding a new article 25-BB creating the "Grown in New York" program. The purpose of this program is to increase awareness and consumption of locally grown and produced foods and to increase and improve the production and distribution of such foods for local consumption. Article 25-BB sets forth the legislative intent, the creation of the program, the purposes and duties of the department, the certification mark to be used, a required licensing agreement, registration requirements, and the rules and regulations to be promulgated by the Department.

Section 2 provides the effective date.

Justification

Despite the increasing trend among Americans to buy local foods and products there is currently insufficient resources and information necessary to encourage and foster consumer awareness and purchase of the locally grown and manufactured products in New York State. By defining and branding what "Grown in New York" means, New York can capitalize and protect its agricultural businesses in an increasingly competitive global market by cohesively distinguishing these locally grown products from the wide-range of non-local food products. Simultaneously, the "Grown in New York" promotional campaign will build pride in these businesses. Encouraging the purchase of these products will help grow local businesses encourage new businesses to grow and make products in New York, secure and create jobs, and in so doing, foster local economies.

The rapid increase in consumer interest in purchasing locally grown foods has led to many changes in the food system. From 1994 to 2009 there was a 201% increase in the number of operating farmers' markets, with most featuring local products. Additionally, in 2007, over 12,000 farms participated in community supported agriculture arrangements, or farm-shares, in which a portion of the local farm's total harvest is provided to consumers for a predetermined fee. The emergence of consumer interest in purchasing locally grown foods can even found in the marketing activities of food-giants, such as Frito-Lay, who in 2009 made "Lay's Local" their primary promotional campaign.

In light of this national trend to buy locally grown produce, the "Grown in New York" marketing campaign is designed to increase consumer consumption of local products by helping consumers identify and choose locally grown goods. There is a need in New York to increase consumer awareness and expand the market for New York's locally grown agricultural products. The "Grown in New York" promotional campaign will serve as a conduit between the state and its agribusinesses to efficiently promote and advertise such locally grown products. As a result of increased consumer awareness of locally grown goods demand for these products will also rise.

While New York is recognized as a leader in the promotion and support of locally grown food, consumption of locally grown products is meager. "Grown in New York" will assist its sister initiatives, "Taste NY" and "Buy NY," by especially promoting local production and consumption, or the farm-to-table prerogative. Incidentally, as students enjoy more locally-grown produce in schools through the United States Department of Agriculture pilot program for the procurement of locally grown produce in New York State Schools, "Grown in New York" will provide the rest of the state with the opportunity to identify and benefit from locally grown produce.

Capitalizing the "Grown in New York" promotional campaign will advance New York's farmers, food processors, entrepreneurs, communities, and the New York way of life. It is imperative that this bill be adopted so that New York can continue to strengthen the agribusinesses that are so essential to the fabric of the state. In summation, investment in "Grown in New York" is an investment in the state's economy and in its future.

Legislative history

New Bill.

Fiscal implications

Minimal.

Effective date

This act shall take effect on the one hundred and twentieth day after it shall have become a law.