California's tourism and agriculture industries are partnering on a new marketing campaign touting the state as a premier destination for culinary travelers.
The joint effort, dubbed "California, Always in Season," was announced March 20 during California Agriculture Day 2014 at the state capitol.
The arrangement involves Visit California, formerly called the California Travel & Tourism Commission, and California Grown, which is part of the Buy California Marketing Agreement.
The impetus for the new campaign arises from the $28.5 billion that tourists in California spent on food and beverages during 2012, making it the largest segment of the tourist economy.
The new program is designed to market the state's agricultural abundance and innovative spirit of its chefs, farmers and ranchers, according to a news release.
The cornerstone of the campaign will be a $1 million media buy with Food & Wine magazine. It is expected to deliver more than 58 million impressions through print ads, videos, custom media content, targeted digital media and a co-branded landing page on Food & Wine's website.
Much of the magazine content will focus on the relationship between California farmers and local chefs. It also will highlight the crop diversity and specialty crops.
California grows more than 400 different commodities and produces 90 percent of the wine in the United States.
Funding for the marketing program is through a California Department of Food and Agriculture specialty crop block grant.