Georgia Grown thinks thrifty, launches drive-through markets

What’s the latest on the Atlanta fresh produce market? Watch Paul Thompson, director of marketing for Georgia Department of Agriculture (top left, then clockwise); Amy Sowder, Northeast editor of The Packer; Jeff Howard, markets manager for the State Farmers Market; and Terrell Davis, media specialist for the Georgia Department of Agriculture, discuss things at bit.ly/Georgia-update.

When you ask what’s happening at his company, Andrew Scott, director of business development and marketing at Nickey Gregory, based at the Atlanta State Farmers Market in Forest Park, Ga., says it’s been all about his state’s produce.

“‘Georgia Grown’ is what’s been going on for us the past couple of months,” Scott said.

In June, many commodities are in season as the southern Georgia growing cycle winds down and heads north. Then, Scott anticipates the fall season in Georgia.

The Georgia Grown program is doing more than ever, even in tight times.

As part of the Georgia Department of Agriculture’s Buy Georgia Grown, Now More Than Ever campaign, Georgia Grown is partnering with local governments to connect produce growers directly to consumers in highly populated areas. 

Called Georgia Grown To-Go, it’s a series of pop-up markets, primarily in metro Atlanta, where consumers buy fresh produce directly from farmers with limited contact, drive-through service.

It’s been helpful for the state’s farmers who have surplus produce that would’ve gone to foodservice customers, said Paul Thompson, director of marketing for the agriculture department.

“We’ve been able to help to move some of that produce and bring some notice to what’s in our backyard with the growers in other parts of the state that aren’t in Atlanta,” Thompson said.

With refrigerated tractor-trailer trucks at the ready and a line of consumers in cars ready to be loaded, this is larger-scale than a traditional farmers market.

The Georgia Grown program has never done anything like this at this volume, he said. 

Local governments and nonprofits had enabled four such pop-up, drive-through markets by June 17, and there are few more planned before a break, and then the To-Go program may resume for the fall harvest.

The growers have told Thompson it’s a helpful program, another revenue source and marketing tool.

“It’s their chance to get out in front of their community ... to tell their story of who they are and where this stuff is coming from,” Thompson said.

Shoppers can select their boxes of produce online at georgiagrowntogo.com.

Each box variety includes a description from the farm, such as this blurb about a box of Georgia Grown sweet corn: 

“My name is Casey Cox, and I’m a sixth-generation farmer near Camilla, Ga. On our family farm, Longleaf Ridge Farms, we grow sweet corn, peanuts, field corn, soybeans and timber. We are excited to participate in the Gwinnett Georgia Grown To-Go market and bring some of our delicious Georgia Grown sweet corn to our Georgia neighbors!”

Shoppers can also donate a box to a neighbor or local charity.

“It’s just been nice to get great feedback from folks that feel that they’re part of a larger purpose. They feel well-received,” said Terrell Davis, media specialist with the department.

Meanwhile, the department is continuing to encourage large grocery chains to source local produce and promote its availability in marketing strategies. 

For example, some Publix store managers have reinstalled their Georgia Grown marketing materials the department provided last year, Thompson said. 

“Due to the economic ripples caused by COVID-19 and safety restrictions, the Georgia Grown marketing strategy has adjusted to become nimble with marketing spend and personal safety,” Thompson said. 

Related:
Atlanta market terminal makes room for the new
Georgia expands organic, local, greenhouse options
Atlanta’s farmers market is pulling out all the stops