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| Ranking |
Effective Practice |
| Description |
The Be a Local Hero, Buy Locally Grown public awareness and marketing campaign is the country’s longest running and most comprehensive program to encourage buying local farm products. The Local Hero campaign uses paid print, radio, and web advertising combined with public relations events and press releases to engage the public to support local farmers. Farms and businesses that join the campaign are included in networking events and receive discounts on products, events, and advertising rates. Members are included in online and print guides of local farmers. They are also permitted to use the widely recognized Local Hero logo, and receive a starter kit of Local Hero price cards, stickers, and signage. |
| Goal / Mission |
The goal of the Be a Local Hero, Buy Locally Grown program is to raise awareness and sales of locally grown farm products. |
| Results / Accomplishments |
The Local Hero campaign includes more than 185 farms, 35 restaurants, 30 grocery stores, 6 garden centers, and 11 institutions. Two thirds of participating farms reported product sales increase in 2008. Nearly all (90%) participating farmers were satisfied with the Local Hero membership program. Market research shows that over 82% of residents of Franklin and Hampshire counties recognize the Local Hero logo, and people who recognize the logo are twice as likely to shop at their local farm stand, farmers’ market, or select local products at their grocery store. |
| Categories |
Social Environment / Community & Business Resources
Health / Exercise, Nutrition, & Weight
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| Organization(s) |
Community Involved in Sustaining Agriculture |
| Date of Publication |
2009 |
| Date of Implementation |
1999 |
| Location |
Country: Massachusetts |
| Primary Contact |
Community Involved in Sustaining Agriculture
One Sugarloaf Street
South Deerfield, MA 01373
(413) 665-7100
info@buylocalfood.org
http://www.buylocalfood.org/
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| For more details |
http://www.buylocalfood.org/page.php?id=18
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| Target Audience |
Adults |
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