Stickers sprouting up all over S.C. produce

COLUMBIA — It's going to get a lot easier to distinguish which tomato or watermelon is homegrown.

The state Department of Agriculture kicked off its Certified South Carolina Grown campaign on the Statehouse grounds Tuesday, unveiling a plan to brand locally grown produce.

"It only takes a reminder that South Carolina is putting products on the shelves," said Agricultural Commissioner Hugh Weathers, who was joined by about 500 people for the announcement. "It's our job to help you, the shopper, pick that one out."

Weathers said the Agriculture Department found 90 percent of South Carolina residents would prefer to buy produce grown in state if quality and price were the same as commodities grown elsewhere, and 50 percent would be willing to pay more. However, 80 percent of shoppers can't tell which is which on grocery store shelves, he said.

Babs Ambrose, whose family farm produces fruits and vegetables sold at their Stono Farm Market on Johns Island, said the campaign is necessary to support local farmers.

"I am quite excited about the program and hopeful it will make a difference, but

I am hesitant to say that it will," Ambrose said. "If the public does not begin to be more supportive of the local farmers in their areas, there won't be any.

"In our area alone, we have gone from 60 full-time farmers down to five, and it's that way across this whole country. Small farmers who produce top-quality food are dying on the vine."

The Ambrose Family Farm is down to 10 acres from 200 in the late 1980s, she said.

"This campaign has come, in my opinion, out of desperation," Ambrose said. "Most of the local farmers are panicked like we are. What are we going to do?"

Gov. Mark Sanford said the campaign is important on a number of fronts, including raising income levels in rural areas, maintaining a traditional way of life and offering the potential to preserve more open space by keeping farms operating.

"What's going on here is about recognizing we are in a global market," he said. "This is about creating a niche that makes South Carolina stand out."

The campaign has cost $600,000, Weathers said. But if South Carolina is as fortunate as New Jersey, the model on which the campaign is based, the state will see more than a $50 return for each dollar spent, he said. The Agricultural Department requested $2 million from the Legislature to continue the campaign, with plans to analyze its economic impact.

Produce will be marked with logo stickers by June and accompanied by signs in stores stating "Buy South Carolina, nothing's fresher, nothing's finer." Television and print advertisements should be appearing immediately, followed by billboards next month.

The Agricultural Department also launched a new Web site Tuesday with recipes and a calendar that shows what produce is in season. Restaurants that serve South Carolina products will also carry the logo in the coming months, Weathers said.

Rita Postell, spokeswoman for Piggly Wiggly Carolina Co., said the company is supportive of the campaign and does its part to keep up with demand for locally grown produce. Its stores seek out area farmers to supply fruits and vegetables, and next week will kick off its annual summer program to promote local produce with signs and photographs featuring the growers, she said.

Reach Yvonne M. Wenger at ywenger@postandcourier.com or (803) 799-9051.