The Kentucky Department of Agriculture has launched a high-profile marketing campaign featuring Agriculture Commissioner Richie Farmer and former University of Kentucky basketball teammates Deron Feldhaus, John Pelphrey and Sean Woods.  Together they were known as “The Unforgettables” who helped bring the UK program to new heights of popularity and accomplishment in the early 1990s.

“I’m grateful to Deron, John and Sean for participating in this campaign,” Commissioner Farmer said. “I was blessed with some great experiences in my athletic career, and I’m pleased to be able to use my name recognition from those days to help Kentucky farm families sell their products.”

Success stories

Kentucky Proud generated $39 million in retail sales in 2006, and the 2007 figure is expected to be much higher, even with the April 2007 freeze and the subsequent drought.  Much of that food dollar is going back to Kentucky farmers, such as:

• the 10 apple orchards that supply the pulp for Ale-8-One apple butter, unveiled in October 2007;

• the producers who raise tomatoes and peppers for the salsas made by Burlington processor Millard Long for several clients;

• the hog producers who supply Kentucky Heritage Meats; and

• the farm family members of Green River Cattle Co.

“This is how Kentucky Proud is supposed to work– helping farmers add value to their products and finding markets for them,” Commissioner Farmer said.

Kentucky Proud is the Kentucky Department of Agriculture’s farm marketing program. The familiar blue, green and red logo identifies products that were made or raised in Kentucky by Kentuckians. Nearly 1,000 farmers, restaurants, processors, retailers and farmers’ markets are members of Kentucky Proud.

The KDA and its private partner, Allied Food Marketers of Louisville, have helped Kentucky food producers get hundreds of products into groceries, gift shops and restaurants.

Occasionally, their efforts result in an entirely new product. Roger Snell, KDA’s retail coordinator for Kentucky Proud, approached Long, Jenny Evans of Evans Orchard in Georgetown, and DeAnne Elmore of Winchester-based Ale-8-One with the idea of developing an apple butter. Evans brought the orchards together, Long brought his ability to produce a special recipe in small batches, and Ale-8-One added the brand awareness and customer base to launch in a significant fashion.

“The Evans family is one of the best farm examples of successfully converting from tobacco to a profit-making alternative,” Snell said. “I’m excited KDA was able to link them to another new opportunity, with business partners who have the manufacturing and marketing expertise to increase the Evanses’
prospects.”

The apple butter is made with pulp from 10 Kentucky orchards that otherwise would have been discarded in the process of producing apple cider, giving producers value for a previously valueless product.  Long also produces Ale-8-One’s salsa as well as unique salsa recipes for Old Friends thoroughbred retirement farm, Somernites Salsa, and Remke Markets’ premium store brand. Long uses Kentucky-grown tomatoes that do not meet size or appearance requirements to sell at retail but otherwise are fresh and healthful.

Kentucky farmers had sold $127,643.04 of Kentucky Proud food products to Parks Department restaurants and cafeterias in 2007 at press time.  Sales were on course to equal or exceed the 2006 total of $146,611.71. 

The KDA marketing office made four key hires in 2007 to help promote Kentucky Proud. Stacia Alford joined the KDA in July to serve the Kentucky Grape and Wine Council. Michael Fitzgerald came aboard in April to lead the ginseng marketing and organic certification programs. Jonathan Van Balen became the Department’s new import/export advisor in January, and Stephen P. Yates was named agritourism
director in May.

Kentucky Proud products can be found at the 115 farmers’ markets in the Commonwealth and at three sports venues – Churchill Downs in Louisville and Rupp Arena and Applebee’s Park in Lexington.