Maryland marketers push ‘buy local’ on social
The Maryland Department of Agriculture recognizes the power of social media in its 2021 promotional efforts, as more and more people are glued to their phones.
So, when promoting the Buy Local Challenge, created in 2006, department officials focused on social media, as well as other platforms.
Maryland Buy Local Week was July 17-25.
“Our Facebook posts reached nearly 100,000 in Maryland. Our Twitter posts reached more than 52,000,” said Mark Powell, chief of agriculture and seafood marketing at the state agriculture department.
The campaign also used billboards promoting local sweet corn and watermelons in the Baltimore and Washington, D.C., markets: That reached more than 2.5 million people, he said.
“Our goal is to increase sales of local product while it is abundant,” Powell said. “We are promoting farmers markets now.”
Aug. 1 started Maryland Farmers Market Week. Next up will be Mar-Del watermelons and then peaches.
“After watermelon and peach promos, we go into billboard, radio and social media ads promoting Maryland apples,” he said.
Marylanders are encouraged to visit MarylandsBest.net to be connected with fresh produce, as well as meat products, farm-made ice cream and craft beverages across the state.
“Buying local puts more money back into the pockets of our farmers, watermen and producers, allowing them to grow their operations, hire more people, support other local businesses, and reinvest in their communities,” said Gov. Larry Hogan in a news release.
The department’s marketing program, Maryland’s Best, also shared a series of recipe videos from local chefs throughout the week that highlight the state’s outstanding culinary culture. Maryland’s agriculture and seafood industries contribute more than $16 billion to the state’s economy and account for more than 68,000 jobs, according to a 2018 study from BEACON at Salisbury University. Nearly 1,350 Maryland farmers sell directly to consumers, generating more than $54 million in sales annually, according to the 2017 Census of Agriculture.
The department encouraged those who participated to use the hashtags #MDBuyLocal2021 and #BuyLocalChallenge on social media.
“All of our surveys show extremely strong demand for local product. Our farmers have lots of market opportunities: Sales through farmstands and farmers markets, grocery stores, institutions and restaurants,” Powell said. “For grocery stores looking to build a strong local program in our state, we really think focusing on Maryland product, versus regional, is the way to go. It takes some work, but MDA can help buyers build those connections.”
