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‘Indiana Grown’ initiative is being revamped for more effectiveness
 


By STAN MADDUX
Indiana Correspondent

INDIANAPOLIS, Ind. — The “Indiana Grown” brand for food raised on Hoosier farms was hailed when first unveiled in 2012, but now is being revamped in the hope this time labels will find their way into grocery stores and other markets.
Among the failures cited with the brand after its debut two years ago was no allocation of funding by the state legislature, which approved having a brand without attaching dollars to it, and lack of strong mechanics for making the effort work. “It never really got traction,” said Andy Dietrick, communications director for Indiana Farm Bureau, which has representatives on a commission appointed by the Indiana State Department of Agriculture (ISDA) to revamp the Indiana Grown initiative.
“It’s got some real potential,” said Dietrick, who revealed one of the focuses of the commission is deciding the kind of farm produce to place under the designation and the criteria food off a Hoosier farm needs to meet to earn the label.
Ted McKinney, director of the ISDA, said the goal is to complete the operating guidelines for presentation to the Indiana legislature early in 2015 in hopes of being awarded funding to run the program.
“Basically, it’s been on life support in the sense that it never got funding, which meant it never got promoted and never took hold,” he explained.
McKinney said the commission has met three times since July working on factors such as developing the structure for guiding the program and deciding which products should carry a label. At the direction of the legislature, though, all facets of agriculture must be considered for an Indiana Grown trademark.
He said the commission is open to having a broad spectrum of growers in the program, but whether farmers who produce commodities like corn and soybeans would even want to be included is not yet known.
McKinney said fruit and vegetable growers from small traditional farms and organic operations, who could benefit the most from a state-endorsed label, “with certainty” will be included in the branding effort. Still under review, though, is whether to invite producers of meat and poultry and even timber into the program, along with growers of fruits and vegetables who sell in masses to food conglomerates.
Whether to include beer and wine is also being considered. Also under redevelopment is the criteria for judging a farm product officially as Indiana Grown. McKinney speculated goods not totally Hoosier-born could also be eligible as long as a majority of factors in creating the consumer item have Indiana connections.
“As long as its agriculture and in some way it’s involved in being grown or finished in Indiana the commission, generally speaking, seems to favor that,” he said.
The commission is also working toward a decision on whether a label should be attached to each piece of fruit or vegetable or if an Indiana Grown sign on a display of produce at a supermarket, in some cases, would be most effective. The extent of any advertising of the brand remains undecided. Dietrick said revamping the original guidelines viewed as not specific or thorough enough is sure to make for a more defined, clear-cut program. “They have some of the technical things to work through yet,” he explained.
The driving force with any branding is to increase sales by heightening product appeal or building stronger bonds with the consumer. “So, when a consumer sees it in the store, they know it was grown by an Indiana producer,” said Dietrick.
There branding is also a reflection of a growing trend among consumers to purchase more local products. “If someone wants to buy that, then let’s create the program that gives them the opportunity,” said McKinney.
An interim report will be submitted to lawmakers in December before the legislature convenes in January for its long session. “We don’t want to force this,” said McKinney.
10/16/2014