Eat the view or lose it



One of our local papers, the Greenfield Recorder, ran an interesting story yesterday about the “stunningly high” success rate of a campaign to promote local food and agriculture.

Community Involved In Sustaining Agriculture (CISA), a non-profit group based a couple of towns over, has run the “Be a Local Hero, Buy Locally Grown” campaign for eight seasons, coming up on nine. The “Local Hero” bumper stickers and fliers and window displays are so prevalent in this area and so well done that for the longest time after moving here, I assumed the campaign was national. (CISA is talking with other out-of-state areas about adopting a similar program.)

So how powerful is CISA’s campaign? According to the independent market research company hired to evaluate it, 82% of people in this area recognize the “Be a Local Hero” brand.

Our neighbor Mark Lattanzi is the campaign director. I’ll see if I can get him this week to talk more about the history of the program and what it’s done for local agriculture. The Recorder doesn’t permanently archive its article, but you can read Richie Davis’s full story after the break.

‘Local Hero’ Campaign Bearing Fruit, by Richie Davis
Greenfield Recorder
January 31, 2007

The Be a Local Hero campaign to promote farm products from the Pioneer Valley has a “stunningly high” success rate as it enters its ninth season, according to the first market research done in nearly five years for the membership of the organization known as CISA – Community Involved in Sustaining Agriculture.

Independent market research by Washington, D.C.-based Greenberg, Quinlan and Rosner last June found that 82 percent of residents in Franklin and Hampshire counties recognizes the brand.

The firm also found:

-44 percent of consumers recognize the campaign’s slogan, “Be a Local Hero, Buy Locally Grown,” 7 percent more than in 2000 and 10 percent higher than 1999.

-65 percent of respondents report that Local Hero advertising has influenced them to buy locally grown food, which was seen as significant, considering that people are generally reluctant to admit that advertising affects their behavior.

-70 percent of those who have seen the ads buy locally grown foods every week compared to 30 percent of those who have not seen the ads.

-Those who have seen the ads shop at roadside stands 16 times a year on average, compared to 9 times a year for those who have not seen the ads.

“This research was done at a time when I would have expected lower results,” said Mark Lattanzi, CISA’s campaign director.

“Local Hero ads for the summer had barely begun when this research was conducted. These results show me that Local Hero has become a year-round brand with deep roots and staying power.”

The South Deerfield-based organization, armed with additional state funds, is planning to expand its marketing more heavily in Hampden County and has been hired to help start a similar program in Connecticut, while also speaking to groups in New York State and Quebec, according to Lattanzi.

In the survey, bumper stickers were the most recalled aspect of Local Hero promotions, remembered by 78 percent of consumers.

“I’ve seen them on all kinds of cars, from a Prius to a Hummer, a potato truck to a rusted out Volvo,” Lattanzi said.

The research emphasized that it is essential to make sure consumers see the Local Hero brand wherever locally grown foods are sold.

“It’s been shown that if consumers see the brand, more of them will buy the locally grown food,” Lattanzi said. “The best way for local farmers, grocery stores and restaurants to increase their sales of locally grown foods is to use the Local Hero stickers and price cards that we provide our members.”

CISA spent about $70,000 on the Local Hero campaign last year, including about $30,000 on ads.

Franklin County consumers were found to be more likely than those to the south to say that the ads influenced them to buy local – 76 percent compared to 60 percent. Respondents said they believe that locally grown is fresh, that it supports the local economy, can save local farms, keeps people healthy with fresher food and preserves the region’s rural character.

Greenberg, Quinlan and Rosner recommended broadening the campaign to add a health-related message, but Lattanzi said it was felt that without additional funding to launch a second front, it was better not to dilute the campaign.

Enrollment for CISA’s 2007 Local Hero season for farms, farmers markets, restaurants, grocery stores, institutions and schools is now open. Local Hero membership is available to other local businesses that buy or sell locally grown farm products.

On the Web: www.buylocalfood.com

You can reach Richie Davis at rdavis@recorder.com or (413) 772-0261 Ext. 269