MARKETING VIRGINIA S AGRICULTURE. Division of Marketing and Development Virginia Department of Agriculture and Consumer Services

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1 MARKETING VIRGINIA S AGRICULTURE Division of Marketing and Development Virginia Department of Agriculture and Consumer Services

2 Mission Statement We promote the economic growth and development of Virginia agriculture, provide consumer protection, and encourage environmental stewardship.

3 Division of Marketing International Marketing Export marketing, export assistance, trade missions Domestic Sales and Market Development Locates, develops, maintains and expands local, regional and national markets for Virginia food, agricultural and livestock markets. Livestock Marketing Provides a complete and integrated marketing program for the Livestock Industry. Commodity Services Provides a grading system for fruits and vegetables, grain, poultry, and processed foods to identify product quality and condition, which is essential for effective marketing. Promotions and Marketing Services Specialty foods, direct marketing, agritourism, farmers markets, CSA s, specialty agriculture, organics, farm to school program. Agriculture and Forestry Development Services Serves as the first point of contact for agribusiness enterprises considering relocation to Virginia or expansion within the state. Provides services to assist the businesses with relocation and expansion efforts. Includes the Office of Farmland Preservation.

4 The Virginia's Finest program and the Virginia Grown programs both have proven success for increasing visibility, developing additional media attention and enhancing marketing opportunities for Virginia Grown and Processed products. The Virginia Grown program is a marketing tool promoting fresh, local products, primarily to consumers. The program was started for direct marketers, but it has caught on with retail grocery stores and specialty stores in recent years. The Virginia Grown Program offers Point-of-sale materials, consumer-oriented publications and a website on where to locate locally-produced products, and conducts promotional campaigns throughout the year.

5 Virginia Grown Marketing Resources Logos and Marketing Materials available at no charge to producers. The Virginia Grown program is a VDACS marketing tool promoting fresh, local products to consumers

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7 Statewide Promotion Virginia Grown Program

8 Christmas Tree Industry The Virginia Christmas Tree Guide is published by the Virginia Department of Agriculture and Consumer Services in cooperation with Virginia Christmas Tree growers.

9 vafinest.com

10 Promotes Quality Virginia Specialty Foods and Beverages Who can earn the designation? Virginia specialty food and beverage producers and manufacturers. Virginia s Finest History 1989 Trademark Program Created 1990 Concentrated Partnerships with Virginia Grocery Stores Today Approximately 400 active producers Participate in: Grocery and Specialty Shop Promotions

11 How to Apply for the Trademark Visit vafinest.com Click on How to Apply -Download Application -Download Checklist Submit required documents for formal review. Review Committee Consists of: * VDACS Marketing Specialists * Food Safety Experts * Weights and Measure Experts

12 The Specialty Food Advisory Committee (SFAC) Created in 2007 by VDACS Commissioner to assist with specialty food and beverage industry promotions, including high profile Virginia s Finest events SFAC Members Represent Specialty Food Manufacturers/Producers Retailers Virginia Tech Food Science Department Suppliers

13 S A V E T H E D A T E MARCH 21, 2018 GREATER RICHMOND CONVENTION CENTER

14 The last Expo in 2016 was a Record-Level VDACS Marketing Event! :: 160 Virginia Specialty Food and Beverage Exhibitors :: 1,300 Registered Buyers/Media :: 63 Best New Product Award Entries

15 Members of the Media Serve As Best New Product Judges

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17 vafinest.com

18 AFID: GOVERNOR S AGRICULTURE & FORESTRY INDUSTRIES DEVELOPMENT FUND Arlington County 10/13/16

19 AFID: Governor s Agriculture & Forestry Industries Development Fund New economic development tool just for agribusiness Background: Grew from a discussion about how existing economic development incentives weren t working for ag and forestry the State s largest industry Central question how to use a small pot of funding to have the greatest impact possible on ag and forestry? In November 2011, Secretary assembled stakeholders to develop plan, legislation passes in 2012, $2 million in budget for program

20 AFID: Governor s Agriculture & Forestry Industries Development Fund Created Two Programs AFID Facility Grants Traditional economic development incentive program based on jobs, investment AND purchase of Virginia Grown products AFID Planning Grants Unique and flexible program to encourage local Ag- & Forestry-Focused planning and projects

21 AFID: Governor s Agriculture & Forestry Industries Development Fund AFID Facility Grants Eligibility: Application made by local government to benefit new/expanding business Benefiting business must be facility that adds value to ag/forest products Minimum 30% of ag/forest products used must be Virginia grown Requires dollar-for-dollar local match (cash/in-kind)

22 AFID: Governor s Agriculture & Forestry Industries Development Fund AFID Facility Grant Amount & Conditions: Maximum grant award: $500,000 Requires performance agreement with clawback provisions Grant amount determined by Governor based on a return-on-investment analysis, impacts on agricultural producers and other factors

23 AFID Grant Awards (Mar. 16)

24 Examples of AFID Supported Craft Beverage Programs Ironclad Distillery Copper Fox Distillery Blue Bee Cider

25 Ironclad Distillery Newport News Located across from City Hall in historic downtown, near site of Monitor-Merrimack engagement Part of a row of underutilized historic warehouses Will be only distillery of its kind in region when opens in Fall 2016 Will offer tasting room, remote ABC store, and distillery tours

26 Copper Fox Distillery - Williamsburg Renovating abandoned 1955 Lord Paget Motor Inn on blighted thoroughfare City working to revitalize Leasing unused space to complementary businesses Becoming important tourism destination City owned property since 2011 foreclosure, waiting for the right business to be game changer for area

27 Blue Bee Cider - Richmond Renovating largely abandoned, 1940 City Stables property previously storage for public works Creating vibrant, green Virginia farm cidery facility in heart of urban industrial Scotts Addition neighborhood City able to use existing Enterprise Zone and Tax Abatement to generate required local match

28 Changing Perceptions about Craft Beverage Industry and Revitalization

29 -VDACS - Agriculture and Forestry Development Services Unit Stephen Versen AFID Fund Coordinator. Ph: (804) Cell: (804) Fax: (804) Stephen.Versen@vdacs.virginia.gov

30 The Short Story on Government Assistance for Small Business: 1. Assistance in developing business plan 2. Technical assistance with production 3. Help in finding/training employees 4. Assistance with marketing 5. Help with financing at the margins 30