News / Press Releases
"Got to Be NC" Receives Grants from Golden LEAF for the Third Straight
NCDA&CS has received grants from the Golden LEAF Foundation (www.GoldenLeaf.org) to support NC farmers and producers through the “Got to Be NC” marketing campaign from May 2006 through May 2009.
The “Got to Be NC” Agricultural Marketing Initiative with support from the Golden LEAF Foundation includes marketing programs in retail promotion, foodservice promotion, media advertising, underdeveloped product promotion, and international trade show participation. The objective of this initiative is to increase the purchase and consumption of NC agricultural products.
Retailer promotions include periodic newspaper ads, large product displays, customized “Got to Be NC” signs in stores, product sampling, and store promotional events all featuring NC products. Foodservice promotions utilize sales staff incentive contests, food shows and food drives to promote NC foods. These promotional activities include table signs and wall posters in participating restaurants, the Best Dish in NC contest, media dinners, Goodness Grows wait staff contests, and “Got to Be NC” ads featuring local products in trade magazines. “Got to Be NC” media advertising targeting consumers in major NC markets have been and are currently being run on highly rated television and radio programs. The underdeveloped product program includes promotions for greenhouse vegetables, natural beef and other small producer meat and specialty food products targeting grocers, restaurants and consumers.
The initiative has already proven very successful in leveraging the “Got to Be NC” message, enhancing the importance of buying local and increasing business for NC agricultural producers.