Monday, Oct. 17, 2011
The new “Georgia Grown” marketing campaign is being unveiled at this year’s Produce Marketing Association (PMA) annual convention which, coincidentally, is taking place in Atlanta, Ga., for the first time in over a decade.
Central to the new campaign is a revamped Georgia Grown logo, which has already been endorsed from many of the state’s top produce manufacturers and potential users. Billboards in the city of Atlanta during the PMA convention are the first marketing elements to feature the fresh, new Georgia Grown look.
“We talked with many of our top growers and sellers to develop a Georgia Grown logo that will be consumer-attractive but also user friendly,” said Gary W. Black, Georgia Agriculture Commissioner. “Our vision is that the updated Georgia Grown imagery will be omnipresent wherever Georgia food products are being marketed.”
In addition to being seen on billboards around the state, Georgia Department of Agriculture representatives expect the new Georgia Grown logo to be prominently displayed on packages of products grown in the state.
“We were very excited the Georgia Department of Agriculture asked us to be a part of this rebranding process for an already great program," said Wendy Brannen, executive director of the Vidalia Onion Committee. Brannen continued, “The new logo and overall look of Georgia Grown will better lend itself to Vidalia® onion packaging and marketing collateral developed by us and the other quality Georgia products.”
Among the places that people should expect to see the new Georgia Grown look are on state vehicles, signage at farmers markets, in grocery stores, during statewide expo events and in consumer advertising. The Georgia Department of Agriculture will also be launching a new Georgia Grown website in 2012 that will provide producers and manufacturers with instructions on how to best incorporate the Georgia Grown look into their marketing elements.
This new branding campaign introduces the first new Georgia Grown look in more than 12 years. There will also be variations of the logo that are specific to different industries.
“We have so many great products here in our state that are all Georgia Grown – apples, blueberries, peaches, peanuts, pecans, Vidalia onions, tomatoes, watermelons, and many more – and we are proud to tout their Georgia ‘roots’,” said Commissioner Black.