INDIANAPOLIS, Ind. — In the heart of Indianapolis’ southeast side, next to Interstate 465’s metro traffic, Waterman’s Family Farm sits like a spot out of time. Its watermelons, homegrown corn, green beans and other produce draw neighbors who want local, healthy food.
Now, their produce will get into the hands of more customers in Indiana. Through the revamped Indiana Grown program, Waterman’s and other Hoosier producers and processors will be able to market their goods through retailers like Walmart, Kroger and Marsh, all of whom have signed up for the state program.
"Indiana Grown tells a bigger story. We could reach people who visited our farm. But we’re a small part of the bigger story of agriculture: food, fiber and fuel," said Carol Waterman, farm owner, who hosted the program’s unveiling last week.
Products from participating agribusinesses will be clearly labeled with the Indiana Grown logo and stocked on the shelves of grocers, restaurants and farmers’ markets. Retail chains such as Kroger are eager to get started.
"We want to make Kroger a one-stop shop with natural foods. People understand the effects of healthful eating. You pay for it in eating right now or later in doctor appointments," said Lori Nichols, recently hired as the natural foods specialist at Kroger in central Indiana.
She was at the Indiana Grown launch and making contacts with interested producers. "We’re watching the trend in other grocery stores and are getting customer requests in stores for local, healthy foods ... We see unlimited potential. Like technology, food is always changing."
Ted McKinney, director of the Indiana State Department of Agriculture (ISDA), emphasized the statewide initiative is a "big tent" for ag – farmers, producers and processors of all sizes and shapes. Food and other products that are grown, processed or packaged in Indiana are welcome in the program.
"This includes small ag in an urban setting, large farms that want to add another profit stream or bring a family member back to the farm, high-tech and low-tech," McKinney said before a group of farmers and other participants. "So far we have about 150 members signed up, and we expect many more."
Brooke’s Candy Co., based in Dana, Ind., is excited over the potential expansion of its products. Brooke’s produces its own candy and baking mixes.
"We want to let people know that the money generated stays in Indiana. It’s processed here, made here, sold here," said Dana Vicars, co-owner of Brooke’s Naturals, a division of Brooke’s Candy.
Indeed, the ISDA’s goal is to promote Indiana produce to the state’s own residents. Though Indiana is the 10th-largest farm state, Hoosiers spend less than 10 percent of their food budget on state-sourced products, according to ISDA. Keeping more of that $16 billion in food expenditures would benefit the state economically, said Lt. Gov. Sue Ellspermann.
"If we buy just 10 percent more of local food, that’s $1 billion," she told the Indiana Grown crowd. Ellspermann appointed the 12-member Indiana Grown Commission, established by state law.
At the same time, ISDA has found the demand for local food is at an all-time high. This presents an opportunity to farmers and processors in Indiana.
Indiana Grown Program Manager David King said there is no cost to get involved. The purpose of the program is to connect Indiana ag with retailers and spread information to interested consumers. Once ISDA has aided that contact, King said individual farms and businesses make their own contracts with retailers.
At www.IndianaGrown.org one can find more information, fill out an application to get started and download a mobile app. The app will allow consumers to scan labels of local food to find the farm of origin, once the program is fully in place.
King said the timeline for full implementation is uncertain. He said about 3,000-5,000 UPC codes from more than 100 members need to be loaded into the system before the mobile app will be useful. He expects the number of members will expand to 2,000 quickly, which will entail many more codes.
McKinney said King is the former architect of a similar program in Kentucky, called Kentucky Proud, which has launched locally-sourced products to Kroger and other retailers.
"We have a long way to go in educating consumers," McKinney said. "Hoosiers make high-quality products. This will make finding them easier and more convenient for consumers."
