"Canada: "Born in BC. Raised in the Okanagan" apples receive "Buy Local" funds"
The Okanagan Plant Improvement Corporation (PICO) is receiving $25,000 to assist in building consumer awareness for the "Born in BC. Raised in the Okanagan" brand and the two apples that were launched in 2012.
PICO will also be using the funding to educate growers and retailers about the brand and consumers can look forward to in-store demos and increased promotional activities as the word gets out about these two new apples and the benefits of buying locally.
The Buy Local program offers successful applicants matching funds up to $100,000 to launch or expand local food marketing campaigns.
Building the local market for B.C. foods is a key commitment of government's Agrifoods Strategy, a component of the BC Jobs Plan, to lead the agrifoods sector growth into a $14-billion-a-year industry by 2017.
The provincial government's Buy Local program is administered by the Investment Agriculture Foundation of B.C.
Minister of Agriculture Norm Letnick, said, "Being from the Okanagan there is always a sense of pride when I see our local, high-quality fruits being shared with the rest of B.C. and the world. With an estimated $54 million in farm gate sales in 2012, the British Columbia apple industry has much to celebrate and I congratulate PICO on receiving this funding."
PICO general manager and CEO John Kingsmill, said, "We are delighted that the provincial government has recognized the innovative approach developed by PICO in its efforts to brand and market new apple varieties introduced in B.C. In time, we anticipate that consumers will come to recognize the "Born in BC. Raised in the Okanagan" brand and will eagerly purchase the new varieties appearing under it."
For more information please visit www.gov.bc.ca/agri/buylocal.html
