Indiana Grown investment paying off?
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The results of a three-year study conducted by the Purdue University Department of Agricultural Economics show the Indiana Grown market branding initiative appears to be paying off for members. The study shows that every dollar spent as part of the initiative to promote locally grown products results in $0.97 in additional economic activity within Indiana.
Launched in 2015, Indiana Grown is a marketing and promotional program developed by the Indiana State Department of Agriculture. It is a statewide initiative promoting locally grown products and encouraging consumers to purchase local foods and products.
The survey analyzed consumer awareness of the initiative, it quantified benefits of producer participation, and examined economic impact of marketing the ag-focused items producing in the state.
“This unique study helps ISDA and Indiana Grown make data-driven decisions about how to continue best supporting Indiana agricultural product branding, and local agri-entrepreneurs that provide value-added agricultural products to consumers in Indiana and beyond,” said Michael Wilcox, community and regional economics specialist with the Department of Agricultural Economics for Purdue University.
Consumer survey results showed that over 33% of Hoosier’s have awareness and perceptions of the Indiana Grown program and label. For Indiana Grown members, the survey found that the value of the program to their business is equivalent to approximately $13,600.
“This data is crucial for us to grow the program and address the needs of both our Indiana Grown members and consumers,” said Caroline Patrick, director of Indiana Grown. “I am excited to use this study to propel the program forward and look forward to many years of continued economic growth for local products and businesses.”
For Indiana Grown producers, the survey found that members are satisfied with their membership and would recommend the program to others. Additionally, member respondents enjoyed the promotional and marketing events and would like to see more events in 2023.
“As an Indiana Grown member, the data collected in the study is so valuable in knowing that this program truly enhances my business and sales,” said Rachel Boyer, owner of Rachel’s Taste of Indiana in Converse.
There are approximately 1,800 Indiana Grown members. Learn more about the study by clicking here.