"US: "Where Fresh Is" campaign officially launced in Illinois"

Governor Pat Quinn today launched the "Where Fresh Is" campaign, an effort aimed to promote the purchase of Illinois-produced fruits and vegetables. The campaign by the Illinois Department of Agriculture is part of Governor Quinn's agenda to promote Illinois products and bolster local economies. Residents are encouraged to take part in the "Where Fresh Is" campaign by visiting participating grocery stores and farmers' markets.

"More than ninety percent of the food now eaten in Illinois is imported," Governor Quinn said. "If we start buying more food produced in this state, we will support the 75,000 farms and 75,000 food processing jobs in Illinois, while also getting fresher, more nutritious foods."

A US Department of Agriculture specialty crops grant is funding the "Where Fresh Is" campaign. The grant allows 200 Illinois grocery stores and 100 farmers' markets in the state to receive a starter pack of materials that includes a banner and product stickers, all with an updated "Where Fresh Is" logo. The logo features an assortment of fruits and vegetables grown in Illinois, with an eye-catching yellow background and the "Where Fresh Is" slogan on a red ribbon beneath the word "Illinois." The new point-of-sale materials are just one piece of a larger statewide initiative that will promote the campaign through television, radio and billboard advertising.

The state's specialty crops will be highlighted monthly in the "Where Fresh Is" advertising campaign. The crops include strawberries and blueberries in June, watermelon and peaches in July, and sweet corn in late July or early August.

As part of the "Where Fresh Is" campaign, Governor Quinn encouraged residents to take the "Buy Illinois Challenge" and pledge to spend $10 of their existing grocery bill per week on Illinois products. This would generate more than two billion dollars in new economic activity every year, create thousands of jobs in the farming and food industries, and revitalize both rural and urban communities. Those who would like to participate should visit http://www.buyillinoischallenge.com/.

"When given a choice, consumers prefer to buy homegrown food, especially fruits and vegetables," Agriculture Director Bob Flider said. "The 'Where Fresh Is' logo will raise awareness about the diversity of our agricultural production and enable consumers to easily find and fill their shopping carts with fresh, wholesome, Illinois produce."

While best known for its corn and soybean production, Illinois is the largest producer of pumpkins and horseradish in the nation and ranks among the top ten states in the production of other specialty crops such as asparagus, cauliflower, green peas and lima beans. It devotes more than 101,000 acres of farmland to growing specialty crops, which produce nearly $392 million in sales for Illinois farmers.