State launches marketing program to promote New York farms

Farms participating in the New York State Grown & Certified initiative will be getting a promotional boost with the launch of a new marketing campaign that consumers will see statewide.

The effort highlights New York’s “diverse array” of specialty crops, New York State Agriculture Commissioner Richard Ball announced. It also encourages consumers to “Look for the Label” and find New York State Grown & Certified products, such as fruits, vegetables, herbs, honey, maple, and more at retailers across the state.

The U.S. Department of Agriculture’s Specialty Crop Block Grant program is funding the marketing program, the New York State Department of Agriculture and Markets said.

The campaign — which was created by Paperkite, a Cooperstown–based marketing firm — started Sept. 16. It involves digital-media advertisements placed on all social-media platforms, including Facebook, Instagram, Pinterest, TikTok, Snapchat, Spotify, and YouTube.

Radio advertisements and sponsorships started Sunday and continue through the end of the month. In addition, the traditional marketing campaign will include billboards that will be visible as of Monday in Syracuse, Albany, Buffalo, Kingston, Rochester, and in New York City.

The advertisements will direct consumers to the Grown & Certified website at: certified.ny.gov/lookforthelabel. The website provides consumers an easy way to find Grown & Certified products and highlights the impact of these products on the agricultural economy as well as the health and well-being of New Yorkers.