Steve Troxler
for Commissioner of Agriculture 

Troxler’s Leadership in Promoting North Carolina Agriculture

Commissioner Troxler recognizes that preserving the family farm requires more than producing a viable crop – it also requires having a market to sell your product.  In 2005 the Commissioner challenged the NC Department of Agriculture and Consumer Services’ Marketing Division to create a new program to reenergize and refresh the existing promotional campaign, the Goodness Grows in North Carolina campaign.  The Marketing Division answered, as they always do.  From this challenge the Got to Be NC campaign was born.

Serving all Producers

The Got to Be NC program has a positive influence in moving products into retail, foodservice and direct-marketing outlets.  The program has proven to be especially important for small producers who would otherwise have a hard time obtaining shelf space in supermarkets.  The program certainly includes a focus on large retailers, but it also includes efforts to put North Carolina products in smaller outlets. 

In addition, the Got to Be NC program influences consumers’ buying choices by educating them about the availability of products from North Carolina.  Many North Carolinians want to “buy local,” but simply do not know where to go to buy food grown by farmers from this state.  The Got to Be NC program is vital to crop movement and expansion, but it also benefits the manufacturers of food products, fiber producers, and the nursery and greenhouse sector.  It is not uncommon to see the Got to Be NC logo used in association with the major commodities grown in North Carolina, but it is also not uncommon to see it used with anything from muscadines to organic crops and forestry crops.

Creative Marketing Efforts

The Got to Be NC campaign has utilized many mediums and tools to promote NC products. The following are just a few examples:·    

	40 NCDA&CS Food Distribution tractor trailers display “rolling billboards” that promote use of North Carolina agricultural products
	The Got to Be NC Big Cart – a 13’ tall giant shopping cart that appears a events, parades, fairs, store openings, festivals, and other special events
	Country music concerts and fun events where North Carolina entities offer samples and sales of their products
	Large product displays in grocery stores combined with product sampling, coupons, and newspaper ads; some grocery stores even host their own Got to Be NC section which exclusively highlights North Carolina products
	The “Got to Be NC” Festival in Raleigh in June
	Large product displays and sampling at the NC State Fair, which exposes North Carolina businesses to hundreds of thousands of potential customers
	Radio, print and TV campaigns

  ·      · Results – A look at the Numbers

 Some might argue that the work of the Marketing Division and the results of marketing campaigns are difficult to quantify.  A look at the numbers reveals this program has been and will continue to be a success.  Participation in the Department’s market development programs rose 28 percent since the inception of the Got to Be NC program.  Obviously, producers see a value in joining the program.  Sale increases of 10 to 40 percent were reported by companies participating in the promotions, while restaurants reported 10 to 30 percent increases in sales.

Another Reason this Program is Essential

 A great example of the importance of this program was demonstrated in the tomato salmonella recall in the summer of 2008.  Tomatoes were recalled by the FDA across the nation, and although NC tomatoes were declared for consumption, our growers still faced a decrease in crop movement because of consumer perception.  Commissioner Troxler reassured buyers that if they were buying “Got to Be NC” tomatoes, they could continue to do so because our tomatoes were safe and not associated with the recall.  This assurance had a positive affect on consumer confidence resulting in continuing market demand for NC tomatoes – a win for NC farmers.

Wise Investment

 Since its creation three years ago, the Got to Be NC program has had limited state funds.  Despite this challenge, the Commissioner and the staff of the Marketing Division have been creative and leveraged these funds with grants from non-profits to operate a successful marketing program that has produced enormous sales gains for retailers and farmers.  In fact, Got to Be NC was recently awarded the 2008 North American Agricultural Marketing Officials (NAAMO) Award of Agricultural Marketing Excellence based on its multi-faceted approach taken to raise consumer awareness of North Carolina’s agricultural products. 

As a former produce farmer, Commissioner Troxler understands marketing products can be a challenge, particularly in a tight economy.  At the same time, he believes producers have new opportunities right now - he understands that consumers are paying more attention to where their food comes from, and he recognizes consumers’ preferences for locally grown food.  He knows the work of the Marketing Division is vital to many North Carolinians, and as Commissioner of Agriculture, he will ensure that their good work continues. 

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