GROWN & CERTIFIED PROGRAM Introducing the New York State GROWN & CERTIFIED PROGRAM http://www.usatoday.com/story/travel/destinations/2014/07/03/upscale-highway-service-plazas/10391721/ Jennifer Trodden MS CSP

INTRODUCING NEW YORK STATE GROWN & CERTIFIED On August 11th Governor Cuomo announced the opening of NY State’s Regional Food Hub; this hub will increase New Yorkers access to fresh, locally grown and produced food On the same day Governor Como also launched the New York State Grown and Certified program New York State Grown and Certified is the first state program in the nation to combine modern food safety standards with environmental stewardship to achieve a premium level of certification http://www.governor.ny.gov/news/governor-cuomo-launches-new-york-state-grown-certified-food-program In response to the Food Hub Task Force Report, Governor Cuomo announced that New York State is investing $15 million in the construction of a new $20 million Greenmarket Regional Food Hub in the Bronx. The state-of-the-art, 120,000 square foot facility will increase New Yorkers’ access to fresh, locally grown and produced food. The Greenmarket Regional Food Hub will also support farms that are New York State Grown & Certified by promoting their local products to restaurants and institutional buyers. The Food Hub will create 95 permanent jobs and 150 construction jobs.

THE DEVELOPMENT OF NYS GROWN AND CERTIFIED The Department formed three subcommittees; comprised of industry leaders, including producers, retailers, distributors, associations, and special interest groups: The STANDARDS, VERIFICATION & ENFORCEMENT subcommittee The TRAINING AND INDUSTRY SUPPORT subcommittee The MARKETING AND BRANDING subcommittee http://www.governor.ny.gov/news/governor-cuomo-launches-new-york-state-grown-certified-food-program

THE STANDARDS, VERIFICATION & ENFORCEMENT SUBCOMMITTEE The STANDARDS, VERIFICATION & ENFORCEMENT subcommittee revealed the complexity of the federal regulatory system and the numerous technical issues that come into play when evaluating claims of misbranding arising from marketing ‘jargon’ placed on product labels. Themes of discussion included: Changing views on appropriate diet that affect what may properly be characterized and marketed as “healthy” Comparing litigation in other states around labels and certain terms such as natural and “GMO” Balancing a desire to lead in this area with caution to not get ahead of uncertain federal determinations

THE TRAINING & INDUSTRY SUPPORT SUBCOMMITTEE The TRAINING AND INDUSTRY SUPPORT subcommittee was charged with: Identifying the needs of the farm and food industry to meet the qualifications of the program Improving coordination between existing programs Developing outreach and training materials to achieve food safety and good environmental management on farms Expanding NYS Grown & Certified to other commodities Themes of the meetings were: Improve coordination between existing programs (ie AEM, FSMA, IPM, organic…) Develop outreach materials and training to achieve food safety and good environmental management on farms Buyer education Expand NYS Certified to other commodities Back NYS Certified with enhancements to applied research in agriculture

THE MARKETING & BRANDING SUBCOMMITTEE The MARKETING AND BRANDING subcommittee reviewed market research data and solicited input on how to successfully market the program. They also compared other state branded programs and created a label/seal that is both transparent and easily identifiable. Themes of discussion were: ESD Reviewed market research data Compared other state branded programs and how NYS Grown and Certified is unique in requiring/highlighting food safety Differentiating NYS Grown and Certified from Pride of NY Transparency, Story behind the label/label conveying a story (idea of a one line summary/lock up) Online list of farms/participants Seal or label that is inclusive and easily identifiable/relatable, yet not too vague

WHAT DOES THIS CERTIFICATION PROGRAM DO? Differentiates New York’s agricultural products in the marketplace Provides transparent and meaningful information for a variety of agricultural products Focuses on and rewards safe food handling and environmental stewardship

HOW DOES ONE QUALIFY FOR THIS PROGRAM? GROWERS ARE VERIFIED USING PRODUCE NEW YORK STATE PRODUCTS ADHERING TO FOOD SAFETY GUIDELINES FOLLOWING ENVIRONMENTAL STANDARDS GROWERS ARE VERIFIED USING Agricultural Environmental Management (AEM) participation and documentation Good Agricultural Practices (GAP) audit verification

GOOD AGRICULTURAL PRACTICES (GAP) GAP is a voluntary program that verifies the safe growing, handling, packing, and holding of produce. Preventing foodborne illness starts with good agricultural practices on the farm. Getting GAP Certified means: PARTICIPATING IN TRAINING WORKSHOPS DEVELOPING A FOOD SAFETY PLAN NYS AG & MARKETS can reimburse up to $1,000 of the cost of having an official state, federal, or third-party company conduct an audit. IMPLEMENTING PRACTICES *Funding available to cover the cost of the USDA or third party verification audit*

AGRICULTURAL ENVIRONMENTAL MANAGEMENT (AEM) AEM links farmers with local conservation professionals to identify existing environmental stewardship, address natural resource concerns, and enhance farm viability. How does AEM work? IMPLEMENTS THE BEST MANAGEMENT PRACTICES IDENTIFIED IN THE PLAN UPDATES PLANS AND CONSERVATION PRACTICES OVER TIME ASSESSES EXISTING STEWARDSHIP AND ENVIRONMENTAL CONCERNS DEVELOPS FARM-SPECIFIC CONSERVATION PLANS

PARTICIPATION BENEFITS Statewide advertisement campaigns aimed at restaurants, institutional buyers, and retail consumers Use of the New York State Grown & Certified label and marketing materials Presence on the New York State Grown & Certified website that lists qualified producers

DIGITAL MEDIA PLAN Create program awareness and visibility that results in: Consumer acceptance and increased purchases Participation of NYC based restaurants Broad scale adoption by eligible producers Robust participation by retailers throughout New York State Certified currently in: Producers Print Ad Produce News (national) Produce Business (national) Modern Farmer (NYS only)   Restaurants Print Ad Restaurant Hospitality (national) Nations’ Restaurant News (national) Restaurant Business (NYS only)

NEW YORK STATE GROWN AND CERTIFIED TRADESHOW/POINT OF SALE DISPLAY Was displayed at Empire Farm Days and Great New York State Fair Will be at events in future to promote program Empire Farm Days and Great New York State Fair

WHAT ARE PEOPLE SAYING ABOUT THE NY GROWN & CERTIFIED LABEL Quantitative research of the NYS Grown and Certified label revealed that: 74% of people said they would buy more product with the label 49% said they would pay more 96% of respondents favored food bearing this label over food that did not

NEW YORK STATE GROWN AND CERTIFIED WEBSITE http://certified.ny.gov