2019 ASHS Annual Conference

Local labeling is an important issue within the horticultural industry as many producers have devoted considerable resources to advertising their product is local. Further, all states have implemented some form of local labeling program to increase local purchasing. As states expand the reach of these programs, the programs begin to compete as awareness and perception moves across state lines. Using an online study of around 1,500 consumers in the Southeastern U.S. we look to identify how state labeling programs are viewed in nearby states. Notably, we assess awareness, perception, and impact on purchasing of these programs in their “home” state as well as nearby states. Specifically, we evaluate the Georgia Grown, Certified SC Grown, Got to be NC Agriculture, Fresh from Florida, Buy Fresh, Buy Local, and Pick Tennessee Products, Kentucky Proud, Farm Families of Mississippi, and Louisiana Grown programs. Our results indicate that local labels are better perceived in their home state, while also impacting purchase to a higher degree. Further, we find that residents are aware of other state’s labels, though this effect decreases the farther away the state is from the local branding effort. This information is critical for states and retailers wanting to expand their reach into other states. For instance, if awareness for a label is high in a state, but perception is low then a state’s effort should focus on changing perception. However, if awareness is low then efforts should focus on increasing awareness.