7. Jersey Fresh and Buying Local

As New Jersey land values increased in the mid-twentieth century, the economics of the state’s defining industry - agriculture - became increasingly challenging. Multigenerational family farmers were losing their sons and daughters to other careers, increasing numbers of farms were being sold for development, and profit margins for agricultural products were narrowing.

To promote the state’s produce industry, the state Department of Agriculture developed the “Jersey Fresh” branding program in 1984, the first of its kind in the nation. The Jersey Fresh logo informs consumers at grocery stores and markets about which fruits, vegetables, and animal products were grown and raised in New Jersey, so they can make informed decisions about the origins of their food.

The Jersey Fresh branding campaign has successfully increased consumers’ awareness of the quality, variety, and availability of local agricultural products, from 9% before the program to 85% today. The marketing program has served as a model for similar programs across the United States.

Jersey Fresh foreshadowed the local food movement, which has further bolstered the brand in recent decades. The local food movement seeks to bridge the gap between food producers and food consumers, developing more independent and environmentally sustainable food networks. Supporters of the local food movement also cite the health benefits of fresh, local produce and the economic impact of supporting farms as local businesses. Community farmers markets, on-farm retails stands, pick-your-own operations, and community-supported agriculture (or CSAs) are all products of this movement. Indeed, central New Jersey’s consumers directly support farmers through all of these options, including some of the oldest and largest CSAs in the country.