Department of Agriculture begins initiative to increase market share for Connecticut producers
To expand its efforts to promote Connecticut’s robust agriculture and aquaculture industries, the Connecticut Department of Agriculture (DoAg) has announced plans to research, develop and execute a comprehensive marketing campaign surrounding the current Connecticut Grown brand. These efforts will include the promotion of all Connecticut farm products – from fruits and vegetables to shellfish and wine, maple syrup and honey, dairy and fiber.
This refreshed branding and comprehensive marketing campaign, based on research, will seek to connect with new audiences, engaging those not currently buying Connecticut Grown agriculture and aquaculture products and the importance of supporting these industries. Additionally, this investment will provide Connecticut farmers with tools and materials to engage in the campaign and promote the Connecticut Grown brand.
After an extensive RFP and vetting process, Norwich-based brand management firm, Miranda Creative, Inc. was selected to partner with DoAg to manage the comprehensive scope of work. Miranda Creative has more than two decades of experience working with agriculture/aquaculture industries — serving as brand manager for the Connecticut Wine Trail, and long-standing producers such as Bishop’s Orchards, March Farms and Val Wilgen’s Garden Center.
Originally developed by DoAg in 1986, the Connecticut Grown program — over the past three decades — has blossomed into a multifaceted initiative targeting diverse local, regional, national and international markets through both direct-to-consumer and wholesale-oriented program components. In order to continuing growing brand awareness of the program, DoAg has identified the need for significant investment into the branding and marketing of Connecticut Grown.
“In order to promote the small businesses that grow and produce our agricultural products in Connecticut, it’s vital that we engage with consumers in effective and meaningful ways,” said Agriculture Commissioner Bryan P. Hurlburt. “While DoAg has invested in the promotion of Connecticut Grown for years, the initiative’s growth has highlighted the need to develop a comprehensive approach to effectively and efficiently expand awareness, build sustainability, and drive sales of Connecticut Grown products. This effort supports our agricultural economy, and the state’s economy, while making the highest quality, local goods available to Connecticut’s residents.”
Through the end of 2020, DoAg will conduct market research and strategic analysis of consumer awareness and reaction to the Connecticut Grown brand. This research will shape and identify overall branding and marketing strategies for the program. This new marketing approach will be deployed in early 2021 as a comprehensive 12-month campaign inclusive of all farm products, for the Connecticut Grown brand and the state’s agriculture and aquaculture industries.
For regular updates to the program, please follow @ConnecticutGrown.
ABOUT CT GROWN
The Connecticut Department of Agriculture (DoAg) represents Connecticut's agriculture and aquaculture industry. DoAg regulates and markets the farm products of Connecticut ranging from produce such as fruits and vegetables to seafood, wine, and fibers. With 5,500 farms and nearly a half million acres of farmland, Connecticut’s agriculture and aquaculture industries represent approximately $4 billion to the state’s economy each year.
Established in 1986 by the Connecticut Department of Agriculture, CT Grown is a multifaceted initiative designed to support and celebrate the diverse agricultural and aquacultural offerings of Connecticut.
ABOUT MIRANDA CREATIVE
Miranda Creative is a full-service brand management firm located in Eastern Connecticut, serving 150 clients from Maine to Florida. Established in 1988, Miranda Creative is a female, minority-owned enterprise that works side-by-side with enterprises across all sectors to promote brands through a variety of media and technology. Recipients of awards from The Connecticut Art Directors Club, Advertising Club of Connecticut, Governor’s Conference on Tourism, Graphic Design USA and more, follow @MirandaCreative to learn more.