WESTERN NEW YORK (WNY) – "BUY
LOCAL" CAMPAIGN: Our mission is to
create awareness, support, and understanding of the importance
of local farms to our area by local consumers and businesses.
We seek to increase the consumption of locally grown farm products
to the benefit of everyone in the region.
Distribution of Buy Local Promotional Kits:
We provided 115 educational packages to those who responded to
our request for an evaluation of the promotional material. The
educational package included brochures, posters, and other printed
materials that explain the advantages of buying locally produced
farm products. Local farm markets, farm stands, grocers, educators,
and restaurateurs will use this material to promote regionally
grown products that are sold at these establishments. We received
76 responses to the pre-survey and 31 responses to the request
for follow-up comments. This information is documented in our
Final Report Summary and will be used in future "Buy Local"
"Buy Local" Public Service Announcement:
Last summer we completed the taping of a Public Service Announcement
(PSA) at a local Farm Market to promote New York Farm Products.
The PSA ran on the local Time Warner Cable Network. Partners in
this project included Cornell Cooperative Extension Orleans County
and Cornell Cooperative Extension Genesee County, NYFARMS!, and
Lake Plains RC&D.
Pictured is the taping of a Public
Service Announcement (PSA) at a local Farm Market to promote New
York Farm Products.
Cornell Cooperative Extension Orleans County presented
an opportunity to help us get our "Buy Local" promotion
on the local cable stations. The Lake Plains RC&D completed
the production of a Buy Local Public Service Announcement on July
20th and provided the tape to Time Warner and WBGT TV in Rochester
for airing through the summer and fall. Jonathan Ghent and Keith
Jackson Directing provided production and support for the development
of the Public Service Announcement (PSA). Keith Jackson shot and
edited the PSA (60-second, 30-second and 20-second spots promoting
the purchase and consumption of locally grown farm products) and
a two-hour continuous loop (constantly repeated) VHS of the finished
piece for use at trade shows and fairs and a CD with the PSA compressed
in progressive QuickTime for our web-site. Pat LaPoint, Ag Educator
with Cornell Cooperative Extension Genesee County provided the
Sixty Second Spot
Ancient glaciers sculpted New York leaving us
soils rich in minerals. Farmers developed these soils into productive
farmlands and the canal system moved their products to market.
Today, this fertile soil bears home grown products that feed our
families and our communities. Why settle for anything less than
fresh, flavorful, locally grown foods? Buying from local farmers
is a great way to support our economy and maintain our farmlands.
So make a difference! Make sure the farm products you buy are
local. Treat your family and friends to a festive garden buffet
of farm-fresh produce. Eat and drink the products of New York
farmers. They pride themselves on bringing you the best quality.
So get to know their face, their place and their fresh taste!
Phase I - Genesee County Cornell
Cooperative Extension received a grant of $5,000 from NY FARMS!
for development of these educational materials for promotion of
local products. First Phase has been completed.
1) To develop an easily identifiable logo for placement on local
farm and value-added products. This was completed in 1999, logo
2) To create an educational package
including brochures, posters, and other printed materials that
explain the advantages of buying locally produced farm products.
This material would be for use by local farm markets, farm-stands,
grocer, restaurateur, or other marketing enterprises to promote
regionally grown products sold at these establishments.
Activities to support this effort included a booth at the Buffalo
Convention Center, which hosted the AgriTourism Expo on March
23, 2000. Pat LaPoint indicated that approximately 1,300 attendees
boarded coaches to visit local sites and view the displays at
the Convention Center. The following counties were targeted for
this Expo: Erie, Genesee, Niagara, Orleans, and Wyoming. The Lake
Plains RC&D provided $300.00 in funding support.
The Buy Local promotional material
was on display at the Regional Identity Marketing of Agriculture
and Food meeting hosted by NY FARMS! (1999)
Representatives from the State Legislature, NYS Ag. &
Markets, NYS Legislative Commission on Rural Resources and many
others who are involved in developing local agricultural promotions
Phase II Phase
II – Genesee County
Cornell Cooperative Extension and Lake Plains RC&D received
a second grant of $5,000 from NY FARMS! to implement phase II
titled Education Outreach "Our Lakes Make it Local"
(Pride in NY Farms!) This proposal has two components: 1) We will
complete a follow up and evaluation of the promotional material
developed in 1998/99 and 2) we will take advantage of relationships
developed with local colleges and universities and expand our
outreach into the food service community. The second phased was
approved August 2000 and is underway.