Local Foods

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Local & Regional Agricultural Markets

Local Foods [ Local & Regional Markets | GO TEXAN | Overview ]
 
 
The Multiplied Power of the Food Dollar

American family spending on food reached a median level of $130 each week per household in 2017, with an average bag of groceries costing about $75.  For each dollar spent on food, most of it goes to transportation, processing, and marketing but only a fraction (17% on average) goes to farmers. Increasing the farmer’s share of the food dollar can be achieved with more localized marketing, including direct-to-consumer sales as well as intermediated markets such as local or regional retailers, restaurants, and institutions. Consider the “economic multiplier effect” for local and regional food expenditures that may range from 1.3 to 1.9 — that is, every dollar spent on food in a regional system can generate up to about $0.66 in additional economic impact in that region.  Therefore, increasing local and regional sales results in higher income for farmers and positively impacts the whole economy for everyone.

 
Texas Farmers Feeding Texas Families

The economic impact of the agricultural sector in Texas is $100 billion annually, and accounts for 1 out of every 7 jobs in the state.  As noted above, the average household spends about $130 on food each week, and with over 9 million households in Texas, the result in over a billion dollars spent weekly on food in the state.  On top of that direct value is the multiplier effect (up to 1.9 times) as those dollars continue to circulate in our state economy.  Of course, these are rough estimates, but this description of economic impact helps underscore why Texas agriculture is important to all Texans.

In addition to the economic benefits, Texans concerned with the environmental impact of their food choices will appreciate that food produced closer to home can reduce reliance on fossil fuels for transportation and refrigeration.  We also know that connecting consumers with producers in their areas helps preserve our food and farm traditions. Because local foods spend less time in transit, they can be harvested closer to full ripeness, flavor, and nutritional value.

 
The Role of TDA in Supporting Local and Regional Markets

The Texas Department of Agriculture can serve both urban and rural communities by supporting local and regional marketing outlets.  TDA will assist farmers, ranchers, and other food-based businesses in accessing current state and federal resources, and will address some of the barriers through new and strengthened initiatives.

  • Help local farmers and food business in Texas access USDA programs that help strengthen local markets, such as the Local Food Promotion Program and Value-Added Producer Grants.
  • Promote the establishment of infrastructure improvements, such as regional processing and distribution facilities, to link more Texas farmers with more Texas families.
  • Update the Go Texan promotion program to strengthen the meaning of the brand, expand its online and social media presence, and further support members in use of the brand.
  • Build on prior successes with Farm to School to expand local food purchasing among other intermediated markets such as institutional foodservice, restaurants, and regional retailers.
We pay an average of $75 for a bag of groceries.  But of that $75, only $5 dollars goes to the farmer.  The rest goes to transportation, processing, and marketing expenditures.
 
 
Here are ten reasons to buy local:

 

  1. Supporting your community.  Knowing that your food has a story and that it came from one of your neighbors makes eating it that much more enjoyable.  When we buy local foods, we create a more intimate relationship with the people who grow our food because they’re our neighbors.
  2. Local foods have variety.  Small-scale, farmers are more diversified, simultaneously fueling the sustainability of the land and producing a wider variety of fruits and vegetables.
  3. Local foods support responsible land development.  When we buy local foods, we support local farmers.  This gives those with farms and pastures a reason to stay undeveloped.
  4. Local food enhances our environment.  The more land that is cultivated organically decreases the overall need for chemical pesticides, herbicides, fungicides, and fertilizers and increases biodiversity in our local ecosystem.
  5. Buying local saves natural resources.  Local produces reduces need for migrate labor, extensive refrigeration, long-haul trucks on the road, and food waste.  Today 40% of food grown is wasted.
  6. Local food equates to local money.  Eating local means more money stays within your community.  Every dollar spent generates twice as much income for the local economy.
  7. Local food is fresher.  Local produce is fresher and tastes better because it is usually sold within 24 hours of being picked, meaning it is less likely to be contaminated or tampered with. If you buy produce at grocery stores, it may have been kept in storage for days or weeks.
  8. Local food is riper.  Local produce has longer to ripen on the vine because it doesn’t have to travel long distances.  This gives you a tastier, vine-ripened product.
  9. Local food has less impact on the environment.  Eating local reduces your carbon footprint.  When your food doesn’t travel long distances, you’re promoting better air quality and reducing pollution.
  10. Local food is seasonal and saves you money.  Buying local food keeps us in tough with the seasons.  Not everything is available all year round, meaning what grows is the most abundant, less expensive and at its peak.
 
GO TEXAN Campaign

Local Foods [ Local & Regional Markets | GO TEXAN | Overview ]
 
 
Promoting the Texas Brand

The GO TEXAN brand is intended to express the value of Texas-grown or Texas-made food or fiber products. It’s an identifiable symbol of our state’s agricultural heritage that generates loyalty among native Texans, recent arrivals, and even those unfortunate enough to live outside the Lone Star State.  The hard work, heritage, pride, and dedication to quality that the GO TEXAN symbol represents deserves the full attention and investment of our state agriculture department.  This symbol is an important tool in the effort to sustain and grow the $106 billion agriculture industry in Texas but serves other purposes outside of agriculture, too.

The branding and promotions campaign benefits farmers and ranchers as an identifiable label of locally produced fruits, vegetables, meats, eggs, poultry, and dairy.  GO TEXAN is also used to highlight other products like Texas wines, Gulf shrimp, timber, fiber, and value-added food products like salsas and sauces, jams and jellies, baked goods, jerky, and countless other items produced in our state.  GO TEXAN has a strong presence in Texas, but can also be used to drive purchasing and product loyalty outside our boundaries, in other states, and internationally.

Maintaining consistent standards that strengthen the meaning of GO TEXAN and supporting members with market research, promotions, and partnerships will ensure the value of the brand for members and will ensure that a wider range of consumers who choose it can appreciate the value of GO TEXAN, as well.

  • Update the Go Texan promotion program to strengthen the meaning of the brand and expand its online and social media presence.
  • Collect, analyze, and distribute market data to inform the different categories of members about trends and opportunities, and conduct market research to refine strategies for both domestic and international marketing.
  • Further support members with tools and recommendations, to enable them to be ambassadors of the brand.
  • Dedicate staff and other resources to communicate the value of GO TEXAN at local, national, and international trade events.
  • Create strong partnerships with brokers, exporters, wholesalers, and retailers to maximize the use and visibility of the GO TEXAN brand.
 
So Let’s GO TEXAN!

To take full advantage of the opportunities that the GO TEXAN program provides, we must stay current with marketing data and strategies, and use research and best-practices to reach a broad audience with a focused and meaningful message.  As folks in and outside of Texas begin to recognize the value of the brand, our local producers will more fully benefit from sharing their hard work, heritage, pride, and quality.

 


Local Foods [ Local & Regional Markets | GO TEXAN | Overview ]

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