Jersey Fresh raises awareness of Garden State fruits and vegetables

Jersey Fresh has been raising awareness of Garden State fruits and vegetables for decades, and the work continues in 2023.

“During the peak marketing window for Jersey Fresh, we target local, New Jerseyans and vacationers to the Garden State with an array of tactics,” said Christine Fries, coordinator of agricultural marketing for the New Jersey Department of Agriculture.

The New Jersey Department of Agriculture's Jersey Fresh program is an almost 40-year-old marketing and quality-grading program she said.

“We believe reaching people multiple times in varying locations helps us to build awareness and excitement around local, Jersey produce availability,” Fries said.

Jersey Fresh uses a digital billboard campaign throughout highly traveled New Jersey roads, and it sponsors traffic and weather reports on radio stations throughout the state to reach people in their vehicles, she said. The program uses social media marketing — including Instagram and Facebook posts featuring recipe videos, market and product availability information, produce facts and more — to engage people on Jersey Fresh social media platforms.

“We also specifically target beachgoers by having a Jersey Fresh airplane banner running up and down the coast each weekend throughout the Jersey shore season,” Fries said.

Local is local

The New Jersey Legislature passed a law in 2022 regulating that fresh produce sold in a retail outlet in New Jersey under the terms “local,” “locally grown” or “locally sourced,” must be grown in New Jersey. The New Jersey Department of Agriculture associates Jersey Fresh and “local” in its marketing efforts, she said.

USDA data shows that most New Jersey fruit and vegetable shipments occur from June through September.

“New Jerseyans are proud to support their local, Jersey growers and always have been,” she said. “We are the Garden State after all!”

Consumers have increasingly desired to know where their produce comes from, and that has only increased since the pandemic, Fries said.

“And in many retail stores, people are not only informed on where their produce comes from but also who their produce comes from," she said.

Getting ready

Jersey Fresh is constantly promoting what is in season through its marketing efforts, Fries said.

“Our billboards, radio spots and social media creative messages shift as products become available to ensure consumers and customers are aware of what is available at any given time,” she said.

“We also have a weekly 'Jersey Fresh Availability and Forecast' report that we distribute via email and our website (Find Jersey Fresh) to notify industry professionals about what our product availability, quality and quantities look like plus explain what to anticipate in the next coming weeks and months,” she said.

Working with retailers

Each season, the New Jersey Department of Agriculture provides retailers with POP materials such as bin wraps, pennants, price cards, banners, hats, reusable shopping bags and aprons to help them highlight that their local, New Jersey produce is indeed Jersey Fresh, Fries said.

Jersey Fresh program participants can use the Jersey Fresh logo on their packaging, she said.

Special promotions

For the past couple of seasons, and again this year, Jersey Fresh will return to the Jersey shore to give away Garden State blueberries, tomatoes and peaches, Fries said.

“We’ll be set up and ready to promote and celebrate our hardworking farmers and the incredibly delicious produce they grow on the boardwalks of Wildwood, Atlantic City and Seaside Heights,” she said. “Visitors to our tent will again be able to spin a prize wheel and win Jersey Fresh giveaways perfect for use at the beach such as koozies, baseball hats, reusable shopping bags or lip balm. We also will be adding new giveaways to the mix this year — sunglasses and rally towels!"

Special promotion days include:

• Blueberries: July 10 (in honor of National Blueberry Month).
• Tomatoes: August 7 (in honor of National Farmers Market Week).
• Peaches: August 22 (National Eat a Peach Day).