Promoting locally grown

In August USDA announced that the 2010 National Farmers Market Directory lists 6,132 operational farmers markets. This represents a 16 percent growth over 2009 when the agency reported 5,274. Agriculture Secretary Tom Vilsack said the increase was an indication “that regional food systems can provide great economic, social and health benefits to communities across the country.” He said these markets provide fresh, local products “while offering economic opportunities for many producers of all sizes.”

The increasing demand for locally-grown products has not been overlooked by large retailers. In July 2008 Walmart announced that it had committed to sourcing more local produce to help hold down prices and to provide its customers with fresher, healthier choices. The retailer said its commitment to local suppliers was just one example of the company’s efforts to support local economies, lower shipping costs and provide fresh produce offerings. The retailer indicated that it also offered locally-grown poinsettias in its garden centers in 20 states.

Recognizing the increased demand for locally-grown and the popularity of farmers markets, Canadian supermarket chain Loblaw Cos. kicked off its “Grown Close to Home” event in August. The store reported that during July and August approximately 40 percent of the produce found in its stores was sourced from some of the more than 400 Canadian growers who it does business with. About 27 percent of the company’s year-round produce purchases come from Canadian growers. In the past two years that Loblaw has conducted the “Close to Home” event, produce sales increased by 16 percent.

Supporting local growers
One state that is looking to capitalize on the increased interest in locally grown is North Carolina. The state’s Center for Environmental Farming Systems has launched a statewide “10% Campaign” seeking to encourage consumers to spend 10 percent of their existing food dollars to support local growers, related businesses and communities. Ten percent was chosen because it was considered an achievable goal.

According to CEFS, consumers in the state spend about $35 billion a year on food. The 10 percent goal if achieved would generate about $3.5 billion for the local economy. Another benefit of the campaign would be to expand the market resulting in new grower, food and manufacturing businesses and the creation of new jobs.

With the increased interest in locally-grown, flower growers have an opportunity to work with all size retailers to promote their products. As more consumers experience the quality and benefits of locally-grown produce, flower growers need to raise the awareness of retailers and consumers that these same characteristics apply to their products too.