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Misleading Farm Markets
 

WHEREAS, directing marketing is becoming an increasingly popular business enhancement tool for farmers throughout the state of New Jersey; and

WHEREAS, these direct marketing activities include establishing on-site farmers markets and roadside stands, participating in community tailgate farmers markets and other means of selling products direct to consumers at retail; and

WHEREAS, there are other retail establishments also identified as "farmers markets" but where much if not all of the product being sold is coming from out-of-state or third party sources; and

WHEREAS, these types of farmers markets undercut business opportunities for community farmers markets, road stands, tailgate markets and other venues specializing in locally grown produce; and

WHEREAS, some New Jersey farmers report that these so-called farmers markets sometimes mislabel goods to give consumers the false impression that these products were in fact grown in-state; and

WHEREAS, maintaining the integrity of the "farmers market" label by clearly distinguishing between those that specialize in local product and those that do not is integral in further developing consumer awareness of retail opportunities to purchase in-state products; and

WHEREAS, the delegates to the 99th State Agricultural Convention will likewise consider a resolution to establish a definition of "locally grown" that is also designed to support the integrity of marketing and branding initiatives for in-state agricultural products; and

NOW, THEREFORE, BE IT RESOLVED, that we, the delegates to the 99th State Agricultural Convention, assembled in Atlantic City, New Jersey, on February 5-6, 2014, do hereby urge the Department and State Board of Agriculture, working in close coordination with farmers throughout the state participating in direct marketing activities, to investigate ways to formally identify and distinguish those farm markets that truly specialize in selling local products and take the appropriate steps to make any needed corrections to avoid this type of false labeling of retail produce sales.