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CISA’s
‘Be a Local Hero, Buy Locally Grown’ public awareness
and marketing campaign was launched in 1999 and has
become the country’s longest running and most comprehensive
‘buy local’ program for farm products. Each year
more than 120 farms, 12 restaurants, 45 grocery stores and 8
farmers markets join together to raise awareness and sales of
locally grown farm products.
The
Local Hero campaign uses a wide array of paid advertising –
print, radio, web site – and public relations –
press releases, events and appearances – to engage the
public and increase support for local farmers. 80% of consumers
in Franklin and Hampshire Counties recognize the Local Hero
logo!
The
Local Hero campaign has grown to cover all local farm products,
from fruits and vegetables to dairy, poultry, forestry and fiber
products. It is regarded as a successful model for communities
across the continent and world that are seeking to sustain farming
by helping consumers find and purchase locally grown products.
CISA’s
Local Hero campaign operates in the Pioneer Valley of western
Massachusetts, a three-county region spanning the Connecticut
River and containing some of the most productive agricultural
soils in the world. A large farming community spans the valley,
producing diverse seasonal and year-round farm products for
local, regional and national consumption.
Recent
new projects include a Farm2City program
connecting rural farmers with urban consumers and an institutional
buying project which increases use of local farm products
at area schools and hospitals.
Want
to learn more about the Local Hero campaign? Choose from any
of these links for more information:
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