November 2006
UC researchers' study shows regional "branding" helps farmers survive
DAVIS—There's another kind of "branding" taking place in farming regions in California and across the country that is helping rural communities survive an increasingly global market.
In addition to cattle brands, farmers and ranchers and rural communities are finding that "place-based" branding of agricultural products strengthens farm businesses and communities.
"We found that at least 12 ag marketing groups with regional brands are active in the state," said Gail Feenstra, food systems analyst for the Davis-based statewide UC Sustainable Agriculture Research and Education Program (UC SAREP).
Graduate researcher Erin Derden-Little conducted 25 interviews throughout the state with directors of regional agricultural marketing programs ranging from "PlacerGrown" and "Lake County Farmers Finest" in the north state, to "Buy Fresh, Buy Local" in the Central Coast and "San Diego Grown" in the south state.
“Their basic goal is to increase consumer awareness and consumption of locally grown products," said Derden-Little.
"We know they've raised the visibility of farm businesses."
Feenstra initiated the project as part of a national effort to boost small- and mid-scale farms that find it is increasingly difficult to compete in highly consolidated commodity markets.
Derden-Little and Feenstra's report, " Regional Agricultural Marketing: A Review of Programs in California," is available as a free download at http://www.sarep.ucdavis.edu/cdpp/foodsystems/MarketingReportFinal_5_10.pdf. The report was prepared as part of UC SAREP's continuing participation in the national research project NE1012, Sustaining Local Food Systems in a Globalizing Environment: Forces, Responses, Impacts.
Additionally, the project has helped Yolo County agricultural commissioner Rick Landon explore the possibility of initiating a regional marketing label through his office, according to Feenstra.
Media contacts:
Lyra Halprin, (530) 752-8664, lhalprin@ucdavis.edu
