“We’ve looked at ways to resolve this problem at a state level,” he said. “The problem is that many are not well educated with the issues facing agriculture.”
Thanks to collaboration with other Texas producers, The Texas Watermelon Association and Texas Vegetable Associations broadened their reach for marketing campaigns.
Deborah Magnuson-Elliott of Austin-based Marketing Matters said thanks to a watermelon association ad campaigns, sales increased 200%.
The Texas Vegetable Association partnered with the Texas Dairy Producers with a series of ads and television spots with the tagline “Veggies and Dairy: better together,” and “Eat your veggies in 3D.”
The organizations combined funds from the U.S. Department of Agriculture Specialty Block Grant program funds administered by the Texas Department of Agriculture, which enabled them to do bigger ad buys on targeted programs.
“Pooling your resources gives you tremendous opportunities,” she said.