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CHRISTIE ADMINISTRATION PREMIERS 2013 JERSEY FRESH CAMPAIGN AT NEW JERSEY AGRICULTURAL CONVENTION
Sports Theme Promotes Pride In Locally Grown Foods
For Immediate Release: February 12, 2013
Contact: Lynne Richmond
(TRENTON) – The New Jersey Department of Agriculture premiered its new Jersey Fresh advertising campaign during the annual State Agricultural Convention on February 7, with its sports-themed “Another Great Season.”
The new campaign is the first update to the Jersey Fresh promotional program since 2006 and advertisements featuring the campaign will begin running this spring.
“The new Jersey Fresh campaign highlights there is always something wonderful being harvested in the Garden State to delight consumers,” said New Jersey Secretary of Agriculture Douglas H. Fisher. “‘Another Great Season’ showcases our farmers as champions, growing nursery stock and more than 100 varieties of the finest and freshest fruits and vegetables.”
The Department of Agriculture contracted with Princeton Partners of Princeton in October to develop the new campaign, which will include signage for retailers, utilization of social media, radio, television and print ads.
Premiering the new Jersey Fresh advertising campaign at the state Agricultural Convention
“The Jersey Fresh brand is already strong and respected,” said Jeff Chesebro, President of Princeton Partners. “We built the campaign to promote the pride people have in our state’s locally grown produce.”
Princeton Partners conducted a survey in December and found a large majority of New Jersey residents have purchased Jersey Fresh products and two-thirds of the population plan to buy Jersey Fresh in the future. The respondents also felt popular New Jersey items, such as tomatoes and sweet corn, are thought to be superior to those grown in other states. Additionally, restaurants that offered Jersey Fresh dishes were thought to be of higher quality.
Jersey Fresh, a quality grading program, was launched in 1983 to help inform consumers and promote the availability and variety of fruits and vegetables grown in New Jersey. Consumers' awareness of Jersey Fresh has increased, and it has become the benchmark for other states to imitate in their own state-grown agricultural marketing programs.
The Department of Agriculture continually supports Jersey Fresh by working with restaurants, schools, colleges, non-profits, retail businesses, hotels, hospitals and local communities.