New York agriculture department releases regional produce marketing RFP

ALBANY, NY: New York State is seeking multiple firms to tailor its statewide "Pride of New York" promotion to fit the needs of specific regions.

ALBANY, NY: New York State is seeking multiple firms to tailor its statewide “Pride of New York” promotion to fit the needs of specific regions.

The program promotes the importance of buying local produce. “The [state Department of Agriculture and Markets] believes its regional campaigns should have clearly defined boundaries and work synergistically with each other,” according to an RFP.

Using federal Specialty Crop Block Grant funds, the department will provide financial support to new and existing regional “buy local” campaigns in each of the state's 11 agricultural regions. New York State has allocated more than $200,000 to the initiative.

Firms representing each of the 11 regions must develop, market, and promote “buy local” campaigns and brands that reflect each region's geography, agricultural production, and local cultural identity. Each firm must create a multi-year marketing and media plan customized to the strengths, needs, and sales opportunities of each region. The strategy must include advertising, promotional collateral, PR, and social media activities.

Proposals must be received by the department's division of fiscal management by February 23.

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