The story for the New Jersey Department of Agriculture in 2019 has been the comparatively cooperative weather the state has enjoyed this winter and spring.

“It is no secret that 2018 was a challenging year, with New Jersey growers battling unprecedented rain and other weather-related externalities,” said Douglas Fisher, NJDA’s secretary. “This year, we are anticipating outstanding crops across virtually every category. Already, we have tremendous leafy greens, herbs, asparagus and early-season root vegetables in the marketplace, among other items, and we are starting to look ahead to exceptional blueberry, peach and vegetable marketing opportunities as we continue to gear up over the coming weeks.”

The USDA is confident that distributors and retailers will find fabulous product throughout the 2019 season to source and promote Jersey Fresh fruits and vegetables, and the department will provide them with the resources necessary to promote these products to their customers.

The Jersey Fresh program, now entering its 35th year, is the longest-running state produce marketing program in the country, and the program continues to be an industry leader.

“When growers are packing and shipping under the Jersey Fresh imprint and retailers are leveraging our brand at the store, they are tapping into a truly powerful marketing tool,” Fisher said. “Our survey results show that consumer recognition of the Jersey Fresh emblem in the major Mid-Atlantic and New England markets is on-par with that of most major national brands. Across the board, these same consumers rate the quality of Jersey Fresh fruits and vegetables better than products from elsewhere.”

Maintaining the success of the program for New Jersey grower- and retailer-partners is something the USDA is focused on every season, and 2019 is no exception.

“Once again, we’ll be leading a dynamic Jersey Fresh marketing campaign that includes everything from billboards and airplane banners at the shore to radio advertisements and a suite of social media promotions,” Fisher said. “Additionally, retailers can once again expect comprehensive in-store marketing solutions. Packaged together, these strategies work to assure that consumers are seeking out Jersey Fresh products wherever they buy produce.”

Fruits and vegetables shipped from farms in New Jersey typically reach millions of consumers up and down the East Coast and into Eastern Canada more quickly than products from anywhere else in the world. Fisher noted that this means when products hit produce displays at the retail-level, they’re unmatched in quality, taste and freshness.

“The market opportunity truly is limitless, particularly when our retail partners make the commitment to source and promote under the Jersey Fresh brand,” he said. “Without question, the growers are the key to our produce industry’s success. The family farms growing fresh fruits and vegetables across the state are peerless. Their pride in the products they grow shows in every package they ship. From the outset, we’ve recognized that the success of the Jersey Fresh program is predicated on the work that they’re doing on their farms.”

Fisher feels the entire Jersey Fresh marketing team deserves a huge shout-out, including Marketing & Development Division Director Tom Beaver along with Joe Atchison, Christine Fries, Bill Walker and Nancy Wood.

“They are the collective engine of the program’s success, from social media and web marketing to media placements that truly maximize every dollar that is invested in promoting the brand,” he said. “The rollout of the Jersey Fresh produce season is so embedded in the state’s DNA that it is truly a time that people ask when their favorite crop is coming to market.”

What makes the spring so exciting, he said, is the combination of seeing so many wonderful Jersey Fresh products in the marketplace along with the anticipation for what’s to come.

“For so many people, when they start seeing Jersey Fresh products hit store shelves, they start to think about summertime, the colors and aromas of fresh fruits and vegetables and the opportunity to support local growers from across the state,” Fisher said. “Growers pack and ship under the logo, distributors offer retailers Jersey Fresh sourcing solutions throughout the season and retailers commit to supporting New Jersey’s produce industry by leveraging the brand at the store level.”