"Kentucky Proud has become more than just a logo to Kentucky's producers. It is the brand that consumers across the commonwealth are now asking for in grocery stores and restaurants.
Yet, building the foundation and infrastructure for this strong brand did not happen overnight. It has been a deliberate effort, from the farmer to the consumer, the state to the private entity, that has created the Kentucky Proud advantage.
Kentucky collaboration
As with any statewide effort, it takes more than just money to take an idea and make it a reality: it takes people.
What has been truly unique about the efforts to diversify Kentucky agriculture and create the Kentucky Proud brand has been the support and collaboration from across Kentucky's agriculture community.
A prime example of this collaboration is seen in the quick development of MarketMakerKentucky, an online searchable food database.
MarketMakerKentucky was discovered in the summer of 2006 by Kentucky Department of Agriculture and University of Kentucky staff, purchased by Allied Food Marketing utilizing agriculture development funds, and is now a Web site actively managed and supported jointly by KDA and UK.
"This project went from an idea to a working Web site in six months, because we all came together to make it happen," explained Mike Judge, marketing director for KDA. "There are other states that started the process long before we did, and they are amazed at how quickly we were able to get this online for our farmers."
This level of collaboration goes beyond just a single project and permeates all aspects of Kentucky agriculture.
The importance of supporting locally grown foods and the merits of the Kentucky Proud program are the cornerstone of conferences, such as Growing Kentucky II this past spring, the National Value-Added Conference hosted by UK in June, and the Kentucky Grocers Conference held this past October.
Statewide organizations, such as the Women in Agriculture and Slow Food Movement, promote the use of local foods by hosting Kentucky Proud meals and Kentucky Proud tasting for consumers.
Chefs have joined the agriculture community to promote Kentucky Proud through special Kentucky Proud dinners at events like UK Chefs Afield, Southern Sustainable Agriculture Working Group Conference, WUKY's "Heard it Through the Grapevine," and many other events across the state.
"Creating Kentucky Proud meals at events year round is possible because of the collaborative effort between Allied Food Marketers, KDA, UK and our farmers," explained Chef Bob Perry with UK Food Systems Initiative. "The hard work is worth it because every time we introduce someone new, a chef or consumer, to the taste and quality of what our farmers are growing locally."
Proud and profitable
Supporting local and sustainable foods is a national trend that has impacted the consumer demand for Kentucky Proud products.
Yet the long-term success of the Kentucky Proud effort relies on locally grown foods remaining profitable for the farmer, the food service industry and the consumer.
Restaurant Rewards has been a successful program that has helped chefs build relationships with local farmers and transition locally grown foods into their menus.
Restaurant Rewards offers restaurants and caterers a 20 percent reimbursement for advertising the use of Kentucky Proud products on their menus. The advertising isn't just limited to traditional print or television ads, but includes promoting Kentucky Proud on menus, signboards and even on table tent cards.
"People build their restaurants on local food all over the country and the world," said Chef John Foster with Sullivan University. "Why can't we do it here in Lexington, especially with support of programs like Restaurant Rewards?"
Restaurants and caterers can also become a member of the Kentucky Proud program. As a member, they are listed on Kentucky Proud restaurant promotional materials and included in Kentucky Proud advertisements.
Kentucky Proud holiday
Kentucky is rich with an array of seasonal produce, quality farm-raised meats and value-added products that can add a unique flair to a holiday menu or gift.
Agriculture Commissioner Richie Farmer is encouraging consumers to make Kentucky Proud a part of their holiday plans. MarketMaker and other online resources at the KDA Web site are resources the public can use to find Kentucky Proud holiday gifts this season. Also many farm markets and agritourism sites remain open through the holidays to provide fresh seasonal produce and meats to create a local holiday meal.
"Remember, when you buy Kentucky Proud, you are helping a fellow Kentuckian make a living," said Farmer. "Helping our farmers and providing healthy products for consumers are what Kentucky Proud is all about."