Download MARKETING DIVISION - Got To Be NC Agriculture

NC Department of Agriculture &
Consumer Services
MARKETING
DIVISION
Our mission is to develop and expand markets, both domestic and
international, for North Carolina’s food, fiber and forestry
products…Promoting North Carolina Products- GROWN, RAISED,
CAUGHT, MADE through the Got to be NC brand!
“Got to be NC” is the official statewide marketing brand designed to strengthen brand
awareness of North Carolina agriculture and the availability of North Carolina products.
The brands message is to challenge all restaurants, retailers and consumers to support
NC products…on the menu, on store shelves or while shopping and dining…to know
where your food is grown, raised, caught or made. Our members can take the brand and
use within their own marketing efforts along with the advertising slogan “When you
want the best…It’s got to be NC!”
The Got to be NC Program offers:
a. Events and promotions that reach your target audience and extend your
message through industry trade shows, consumer fairs & festivals and
contests & promotions.
b. Business to Business networking opportunities
c. Connections to buyers and category managers at retail grocery, specialty
food outlets, restaurants & caterers, broad-line food service suppliers,
specialty food service suppliers, and food service management within
institutional, corporate, education and health care settings.
d. Got to be NC keyword choices that include Agriculture™, Products™, or
Seafood™ as part of the Got to be NC brand that allows you to customize
the brand that best fits your own strategy.
As consumers continue to seek out dining
options where locally sourced ingredients
are offered, a secondary marketing brand
evolved…”Savor NC on the menu”. This
brand is designed to further identify
menus with North Carolina connections
and recognize restaurants who are
supportive in sourcing, purchasing,
preparing, and promoting North Carolina products and ingredients.
Our food service partners agree to three basic principles:
 Include our Agriculture™, Products™, or Seafood™ brands on premises or
menus to enhance the “locally sourced” message. Suggested slogans to
include are: For the best on the menu, it’s got to be NC! Savor NC’s best on
the menu!
 Constantly evaluate & expand purchasing options from North Carolina
 Feature & promote seasonal North Carolina products consistently on menus
Benefits to your restaurant include:
 Approval to use our brand(s) as part of your own marketing strategy
 Assistance in developing a strategy to engage customers with the concept and
build loyalty to enhance the frequency of their visits
 Resource for locating quality North Carolina products direct from the grower/
processor
 Review of current supply chain to identify current North Carolina products and
look for opportunities to add additional ones
 General facility signage promoting our partnership
 Use the menu to continue the local buying theme direct to the diner
 Engage your supplier and reward them for increased NC product purchases and
look for new NC products to include
 Assistance in building menu promotions during peak harvest times
These are key areas as you launch this strategy:
1. Agree on fundamentals and engage both front and back of house
personnel…Restaurant Owner, Management and Chef agree to “source, purchase,
prepare & promote North Carolina products on the menu.
2. Engage and inform your broad-line & specialty supply chain partners.
3. Evaluate current menu on NC products already in use (including value-added products)
4. Improve your knowledge of the availability options from North Carolina.
5. Define reasonable parameters for LOCAL in your operations and educate yourself on
growing seasons in various states in the southeast.
6. Incorporate NC’s peak growing cycles with your purchasing decisions
JAN
FEB
a.
b.
c.
d.
MAR
APR
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
DEC
When do you need the product?
Can product meet quality standards?
Can product meet pricing standards?
Is there a viable NC option? If not, what is next closest geographic option
7. NC Product Summary
NC’s Top 5 (YEAR-ROUND AVAILABILITY)
 SWEET POTATOES
 PORK
 CHICKEN
 TURKEYS
 PEANUTS
OTHER TOP CHOICES IN NORTH CAROLINA
 DAIRY (MILK & CHEESE)
 EGGS
 TOMATOES
 BEEF CATTLE
 WINE AND BEER
 SEAFOOD- BLUE CRABS, CLAMS, FLOUNDER, SHRIMP
 AQUACULTURE- TROUT, CATFISH AND TILAPIA
TOP FRESH OPTIONS WITH AMPLE SUPPLY/ SEASONAL AVAILABILITY
greens (turnip, collard, mustard), strawberry, bell peppers, blueberries, chili peppers, fresh
market cucumbers, beans (lima & snap), cabbage, eggplant, watermelons, pecans, peaches,
squash, apple, sweet corn, and grapes
NC VALUE ADDED FOODS available year round.
Food Service Marketing
Helping Create Menus with North Carolina Connections!
Tim Parrish- Food Service Marketing Specialist
NC Department of Agriculture & Consumer Services
1020 Mail Service Center, Raleigh, NC 27699-1020
Office: (919) 707-3137
Email: [email protected]