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Select Michigan Program

Purpose and Description of Program:

In 2003, the Select Michigan program introduced two new labels – "Select Michigan Fresh" and "Select Michigan Organic" – to Grand Rapids consumers. This was a consumer education program aimed at helping shoppers more easily identify and purchase Michigan-grown, processed or manufactured local and organic food products. Working with various commodity groups and existing suppliers to our retail partners Select Michigan conducted a consumer program geared to increase consumption of Michigan's agricultural products. Trended case sales data received from the supermarkets indicated that the promotions on average increased sales 111% compared to a base period. It was funded by the private sector and a USDA Specialty Crop Block Grant.

In 2004 "Select Michigan" was expanded to include the Detroit market and continued for a second year in the Grand Rapids area. Funding was provided by a Rural Business Enterprise Grant from USDA Rural Development and the private sector. The program was tailored to meet shoppers' preferences for Michigan food products in each market area. By selecting Michigan foods, retailers and consumers received exceptional food safety, quality, taste and freshness, and also helped support the local economy, strengthened Michigan's family farms and agribusinesses, and preserved the state's rich agricultural heritage.

The purpose of the program is:

1. To increase the marketing opportunities for Michigan locally grown food products.
2. To increase the awareness and purchases of Michigan locally grown food products.

The 2004 program implemented educational promotion campaigns for Michigan asparagus, blueberries, peaches, carrots, onions, apples, organic, potatoes, seasonal vegetables, wines, apple juice, canned apples, whitefish, sugar, and chestnuts. "Select Michigan" used eye-catching point-of-sale materials, including stickers, posters, banners and display cards, radio, in-store tasting, and print articles and is being incorporated into the marketing efforts of these Grand Rapids area stores: Spartan Stores and Meijer Inc., and these Detroit area stores: Meijer, Kroger, Farmer Jack, and Super K-Mart. These logos were made available for use by all Michigan growers, farm markets, retailers, restaurants, and other businesses that grow, process, sell or promote Michigan food products.

The synergism created by the Select Michigan collective marketing and public relations campaigns have realized tremendous successes and farm and food businesses are eager to participate again in 2005. As mentioned earlier, the overall 2003 increase in sales in the Grand Rapids market was 111%. In 2004, the dollar increase for Select Michigan promoted products at our partnering retailers represented an additional 8.6% increase in dollar sales and an additional 18.9% increase in unit sales between 2003 and 2004. This can be contrasted compared to a 2.0% decline in dollars between 2003 and 2004 for these same Michigan commodities as a whole based on USDA data. Forty-one percent of the growers received price premiums and sold more product because of Select Michigan.

In 2005, the campaign is being funded in part by a second grant from USDA Rural Development, a grant from the Michigan Integrated Food and Farming Systems, and in part by financial support from 20-some Michigan commodity groups, associations and companies representing the products being promoted by Select Michigan. USDA funds are being expended for a third year in Grand Rapids. Private sector and MIFFS funding are supporting a modest campaign in Detroit for the second year. New retail partners for 2005 include Wal-Mart Supercenters, Costco, and Hollywood Market. The 2005 program is/will conduct educational promotion campaigns for soy, asparagus, blueberries, peaches, seasonal vegetables, carrots, onions, sugar, apples, potatoes, and deli products.

Copyright © 2005 State of Michigan