By Clint Thompson
Sweet Grown Alabama has accomplished a lot of its marketing goals during its short five-year history of promoting the state’s agricultural industry. There is still plenty of room for growth, however, believes Aisling Walding, assistant director for Sweet Grown Alabama.
“We are going on year five, which is so crazy to me. We started back in 2019, and to us, we have made huge strides in getting brand awareness out and getting more farms listed in that database. We’re sitting at a little over 400 farms, farmer’s markets, farmstands, agricultural businesses in that database, which to us in just those four to five short years, it’s so much,” Walding said. “But again, it’s just a drop in the bucket, because we have so many more farms in the state that we want to help market their farm and reach new consumer bases.”
Background
Sweet Grown Alabama is a non-profit organization that connects Alabama farmers to retailers and consumers. Growers can market their produce anywhere in the state thanks to an extensive and diverse database.
While the program is open to marketing all of Alabama agriculture, the specialty crop sector comprises a substantial share of that promotional effort. The state’s fruits and vegetables were highlighted during Sweet Grown Alabama Day held a couple of weeks ago. The Sweet Grown Alabama brand has expanded and made consumers more conscientious in how and what they purchase.
“We’ve done a few studies on that brand awareness which has been super important to us and making sure consumers see the Sweet Grown Alabama logo and that they recognize that. That’s an actual Alabama farm, and I’m getting a better product. I am practicing sustainability in my state,” Walden said.
Sweet Grown Alabama even collaborated with Alabama Cooperative Extension to conduct a research study at various markets. The study centered on sweet potatoes.
“We actually found that consumers were willing to pay $1.01 more for the one with the (Sweet Grown Alabama) logo. We’ve been able to see that consumers are recognizing that now, and it makes us feel like what we’re doing is actually working and is important,” she added.