NORFOLK, Va. -- Farm Fresh's efforts to promote local produce earned the company an award from the Virginia Department of Agriculture for making significant contributions to the state's agriculture.
and for highlighting Virginia growers through information displayed in its departments," said J. Carlton Courter, agriculture commissioner.
While Farm Fresh has "always given perishables a very high profile" in its stores, the company started using locally grown product about six years ago, with the opening of a new warehouse, according to Al Garner, vice president of produce operations.
"That's when we began to develop the network of local growers that we have," Garner said. "And it grew from there."
Most recently, as part of its "Fresh" program, the chain has been promoting locally grown product by highlighting growers.
"We would take pictures of the locally grown product and pictures of the grower, and put them near the item," Garner said. "We hang the posters from the ceilings."
One of the bigger locally grown promotions included several television spots that featured Lonnie Bright, a local watermelon grower who deals with Farm Fresh.
"We utilize all the product we can from Virginia," Garner said. "There's an awful lot of produce here."
With the exception of the state's apple crop, which is in season now, most of Virginia's products are harvested for spring sales.
Farm Fresh works with local growers mainly along the eastern shore of the state, in the Chesapeake region, and in other parts of Virginia.
"It's nice to be honored for doing what senior management feels is just the right thing to do," Garner added.
Other companies honored by the state were Ashman Distribution and Manufacturing Co., Virginia Beach; Flowers Baking Co., Lynchburg; Marshall Feeder Cattle Association, Marshall; and Montague Farms, Center Cross.
"These five recipients have demonstrated their belief in the job that Virginia's growers and producers are doing, and each went the extra mile to support Virginia agriculture," Courter said.
Criteria for the selection included general industry support, production innovations, advertising, displays, special events and other promotional programs to spotlight Virginia agricultural products.
