The State of Montana wants to capitalize on all those visitors who come to the state every year with a new program promoting the state's agricultural products. Through the governor's Main Street Montana Project, the Department of Agriculture and Department of Commerce have launched a partnership to use the state's brand to promote products grown in the state.

The recommendation of a partnership was provided by the Food and Agriculture Key Industry Network, led by Jim Peterson and Greg Thayer. And the result is the Grown in Montana program.

SEAL OF LOCATION? Montana farmers and ranchers could benefit from a new program promoting the state's products to visitors, and beyond state borders.

Last year, the state estimates that 11.7 million people traveled to Montana, which is ten times the state's population. And those visitors spent nearly $3.6 billion. The idea is to introduce those visitors to the ag products produced within the state to boost income and opportunities for Montana farmers and ranchers, as well as food businesses and restaurants that source Montana food products.

Rancher, and co-chair, Jim Peterson adds: "The Main Street Montana Project brings together a diverse group of farmers, ranchers and agricultural businesses to look at ways to advance our industry. One of our recommendations is to capitalize on some of the successful branding efforts in tourism and market agriculture products to both visitors and Montanans."

The Key Industry Network's final recommendation states in part to "Increase demand and use of Montana agricultural products by creating a centralized clearinghouse to share promotional and educational resources and coordinate efforts." The agreement will enable the Department of Agriculture to promote the Grown in Montana brand across its website and social media platforms such as Twitter and Facebook. The department will also work with Food and Ag Development Centers to provide expertise and share promotional and educational resources.

Adds Ag Director Ron de Yong: "The Department of Agriculture works with producers and agribusinesses every day, and the Department of Commerce promotes Montana products through the Made in Montana, Grown in Montana, and Native American Made program, giving us an opportunity for a collaborative effort based on the KIN recommendation. We were excited about the prospect of integrating this branding effort into more Montana agriculture related products and services."

The Main Street Montana recommendation states the economic development benefit to include: enhancement of agricultural and food products, not only within the state, but nationally and internationally; provide marketing resources to small businesses in Montana which may not have capacity; increase the marketing effectiveness of small producers leading to business retention and growth; and, improve resident awareness and pride in Montana-made products.

Source: Montana Department of Agriculture