skip to main content skip to main navigation
New Jersey’s growers annually produce about one quarter of a billion dollars worth of the healthiest and freshest fruits and vegetables available anywhere.  In 2006, New Jersey’s vegetable commodities were valued at $141 million and New Jersey’s fruit production of apple, blueberry, cranberry, peach and strawberry production were valued at $121 million.  Local access to large affluent markets has long been an advantage for the marketing of those products. While our markets are still there, competition for those markets has become tougher. New Jersey’s produce industry must continually work to rediscover its competitive advantages improving access to nearby markets and strengthening consumer loyalty.

In 2007 the department continued to highlight the freshness of New Jersey’s locally grown produce.  The campaign’s message, “Jersey Fresh, as Fresh as Fresh Gets” was advertised in print, and through radio and television media buys.  To reinforce the media buys over 2,500 retail supermarkets, community and farmer’s markets received Jersey Fresh advertising materials to brand New Jersey produce at the point of sale.  Through industry visits and involvement with the Eastern Produce Council the department continues to closely coordinate advertising program with our regions major buyers and retailers.  In partnership with the New Jersey Restaurant Association approximately 500 restaurants participated in the “Proud to Offer Jersey Fresh” signage program.  Working closely with the Produce News, Produce Business and the Packer national industry publications the department continues to keep the Jersey Fresh program in the national spotlight   Through active membership and participation in the United Fresh Fruit and Vegetable Association and the Produce Marketing Association trade shows the Jersey Fresh program’s high profile is supported and maintained at the national level.  

Quality assurance is an important component of the Jersey Fresh brand.  Each year hundreds of New Jersey growers of fresh fruits and vegetables voluntarily register for quality and grade inspections under the Department’s Jersey Fresh Quality Grading Program.  To ensure retailers of good farm management practices, and product traceability, the Department will continue providing grower accreditation for third party food safety certification.  In 2008, with funding from the Federal-State Marketing Improvement Program, mock third party food safety audits will continue to be available to provide grower training prior to initiating their third-party farm certifications.  As food safety increases in importance, and consolidation continues in the retail produce industry, the benefits of the department’s affordable third-party farm certifications will continue to grow, as retailers require the improved trace-back ability third-party certifications offer. 

In 2006 state food purchasing programs received $3 million to support locally grown, nutrient dense foods consistent with good dietary guidelines.  The department will also continue to manage the Emergency Food Assistance Program that distributes over 10 million pounds of USDA commodities to 660 food pantries, soup kitchens and other feeding operations.     Work will continue to open new community markets, providing growers greater direct access to consumers.  As a cornerstone to quality assurance, the Department will continue to provide affordable third-party farm certifications.


1.1 Produce Safety Task Force

1.) STRATEGY - The produce safety taskforce will continue to guide the department’s efforts assisting New Jersey’s fruit and vegetable growers to offer the highest quality locally grown products while adapting their operations to new food-safety standards.  As food safety increases in importance, and consolidation continues in the retail produce industry, the importance of the department’s affordable third-party farm certifications will continue to grow, as retailers require the improved trace-back ability third-party certifications offer.  The department will work to;       
  1. Influence the regulatory process to ensure that it is relevant to small, medium and large scale producers.
  2. Ensure that all types of agriculture including traditional in ground, above ground and tree fruit growers are considered in the development and implementation of food safety standards and regulation.
  3. With funding from the USDA Federal-State Marketing Improvement Program provide funding to Rutgers University to conduct mock third party food safety audits to provide grower training prior to their actual third-party farm certifications to be conducted by the department.
  4. Use the Jersey Fresh brand to promote the food safety of New Jersey agricultural products to supermarket chains and all other retailers.

1.2 Jersey Fresh Hospitality Industry Program

2.) STRATEGY - Continue to develop and strengthen the Jersey Fresh and Jersey Seafood Hospitality Industry Program by bolstering many elements of the marketing of those products to the hotel, restaurant and the institutional food service industries.  The program will;

  1. Continue to involve members of the NJ Restaurant Association, Slow Food of Central NJ, South Jersey Hot Chefs and local chapters of the Professional Chef’s Association.
  2. Continue to promote participating restaurants to the public via the internet and other means, including the NJDA website.
  3. Continue to provide supplier directories and point of sale advertising to the industry.
  4. Promote Jersey Fresh produce and menu themes to restaurants and
    culinary contests such as the “Farm to Fork Week” and the “Jersey Seafood Challenge.”

1.3 Increase Produce Branding

3.) STRATEGY - Through a Specialty Crop Block Grant work to improve and strengthen the point of purchase labeling of individual produce items.  Work to continue to distribute Jersey Fresh advertising materials to growers, marketing cooperatives and retailers to expand the branding of Jersey Fresh on packaging and at the point of sale

1.4 Promote Vertical Integration

4.) STRATEGY - Encourage industry attendance at national produce industry trade shows, continue to work with representatives of nationally marketed produce brands and seek new methods to better integrate New Jersey’s produce industry into the year-round supply model.

5) STRATEGY - Promote improved communication within industry members and greater coordination between the Eastern Coast growing regions.  Work with other state departments of agriculture to develop improved networking opportunities between East Coast growers and marketing cooperatives.    

1.5 Continue to Seek New Markets

6) STRATEGY - Work to explore and develop opportunities that facilitate state purchases of New Jersey farm products.

  1. Review and examine purchasing opportunities at the Department of Corrections.
  2. Continue to promote produce purchasing for school breakfast and lunch programs.
  3. Strengthen the State’s emergency feeding programs.

7) STRATEGY - Continue supporting fresh exports of New Jersey agricultural products to the New England States and Canada.  Through industry visits and participation in such shows as the New England Produce Council and the Canadian Produce Marketing Association trade shows to keep key industry contacts current on New Jersey agriculture and the latest promotions of the Jersey Fresh brand.

1.6 Strengthen Existing and Seek New Community Markets

8) STRATEGY - Continue working with the USDA Rural Business Enterprise Grant program to identify the best practices and the costs and benefits of direct marketing.  Work to communicate the best practices and the costs and benefits of direct marketing to growers.   Maintain a current list of existing and new community farm markets that seek increased farmer participation. 

9) STRATEGY - Promote the existence of community farm markets to the public.  Maintain an interactive directory of community farmers markets on the department’s website and continue to offer community farmers market lists for publication in local papers.  Distribute community farmers’ market lists to agencies responsible for distributing Farmers Market Nutrition coupons to seniors and participants in the Women, Infants & Children (WIC) nutritional program.  Promote the use of wireless electronic bank transfers technology and expand the availability of seafood products at community farmers markets.    

1.7 Expand Jersey Fresh Program

10) STRATEGY - Continue to strengthen the appeal of the Jersey Fresh brand and communicate the benefits of our state’s produce food safety program to supermarket chains and all other retailers.  Discourage the use of the “Locally Grown” product claim and increase the use of the Jersey Fresh brand name.

11) STRATEGY - Through the use of Specialty Crop Block Grant funds expand the budget for the Jersey Fresh matching-funds grant program and continue to award grants to applicants with the best past performance and greatest potential industry impact.       

12) STRATEGY - Continue to broaden the Jersey Fresh promotional program to be more inclusive of all New Jersey produced fruits and vegetables, especially herbs, hydroponics and greenhouse produced fruits and vegetables, ethnic produce items and seek to update Jersey Fresh Quality Grading standards to include non-traditional produce items if necessary.

1.8 Improve Retailer and Processor Coordination

13) STRATEGY - Continue weekly dialogue, including weekly updates, involving Department representatives, growers, producers, wholesalers and retailers of New Jersey agricultural products.  Conduct farmer and buyer meetings to bring retailers, processors and growers together. 

14) STRATEGY - Improve coordination and communication with the USDA Market News that collects information on the current supply, demand and prices on nearly on fruits, vegetables, ornamental and specialty crops.

1.9 Vegetable Marketing Taskforce

15) STRATEGY - Continue to implement recommendations from the vegetable marketing task force to expand direct marketing opportunities, provide food safety audits and offer improved grower training.