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Jersey Fresh campaign gets sports theme for 2013

The New Jersey Department of Agriculture premiered its new Jersey Fresh advertising campaign Feb. 7 during the annual state agricultural convention, with its sports-themed "Another Great Season."

The new campaign is the first update to the Jersey Fresh promotional program since 2006, and advertisements featuring the campaign will begin running this spring.Another-Great-Season

"The new Jersey Fresh campaign highlights there is always something wonderful being harvested in the Garden State to delight consumers," New Jersey Secretary of Agriculture Douglas H. Fisher said in a press release. " 'Another Great Season' showcases our farmers as champions, growing nursery stock and more than 100 varieties of the finest and freshest fruits and vegetables."

In October, the New Jersey Department of Agriculture contracted with Princeton Partners of Princeton to develop the new campaign, which will include signage for retailers, utilization of social media, radio, television and print ads.

"The 'Jersey Fresh' brand is already strong and respected," Jeff Chesebro, president of Princeton Partners, added in the press release.  "We built the campaign to promote the pride people have in our state's locally grown produce."

Princeton Partners conducted a survey in December and found a large majority of New Jersey residents have purchased Jersey Fresh products and two-thirds of the population plan to buy Jersey Fresh in the future. The respondents also felt that popular New Jersey items, such as tomatoes and sweet corn, are thought to be superior to those grown in other states. Additionally, restaurants that offered Jersey Fresh dishes were thought to be of higher quality.

Jersey Fresh, a quality grading program, was launched in 1983 to help inform consumers and promote the availability and variety of fruits and vegetables grown in New Jersey. Consumers' awareness of Jersey Fresh has increased, and it has become the benchmark for other states to imitate in their own state-grown agricultural marketing programs.

The NJDA continually supports Jersey Fresh by working with restaurants, schools, colleges, non-profits, retail businesses, hotels, hospitals and local communities.