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Carl Sampson
Capital Press, 12 November 2004 |
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Bountiful Campaign
SALEM—For Oregon wineries, November has always been an important month, as winemakers roll out their red carpets for the weekend wine-tastings that accompany the approaching holidays.
The events draw thousands of people from around the Northwest, who visit the state's wineries and restaurants sampling the fruits of the land. Last year alone, the state's wineries sold 1.2 million cases, much of it during the fall.
This year, the state's new Oregon Bounty program is leveraging that fall phenomenon to include sampling cheese, pears and hazelnuts at 50 participating wineries. In addition, grocery stores and restaurants around the state are promoting the Oregon products.
The result, they predict, will be a heightened awareness of what Oregon agriculture has to offer.
The November Oregon Bounty promotion is a combined effort of the Oregon Tourism Commission; the state wine, dairy, pear and hazelnut commissions; wineries; restaurants; and grocery stores.
Dalton Hobbs, administrator of the Agricultural Development and Marketing Division at the Oregon Department of Agriculture is piloting the "Oregon Bounty Mobile"—a redecorated recreational vehicle the governor once used—around the state to draw attention to the program.
On Nov. 5, he pulled into the Roth's Family Market on South Commercial Street in Salem and was met by owners Orville and Michael Roth and a crowd of vintners, pear and hazelnut growers, cheesemakers, restaurant owners and representatives of other agricultural groups and the travel industry.
"I think it's very exciting," said Patricia Dudley of Bethel Heights Vineyard and a member of the state Board of Agriculture. "We always say Oregon wine is meant to be accompanied by good food."
Todd Davidson, chief executive officer of the Oregon Tourism Division, agreed.
"We know about good wine-tasting. We've pulled it all together into what is now a month-long party," he said. "We hope Oregon Bounty will become an annual tradition for starting the holiday season."
The tourism industry's interest in joining the promotion involves better use of the "shoulder" tourist season—the time of year after the summer tourists have returned home.
The Oregon Bounty promotion is part of the state's Brand Oregon umbrella promotion for all things grown or made in the state.
"We think Brand Oregon is a great way to leverage the efforts of the 28 commodity commissions," Hobbs said. "It's a great prototype for future efforts."
It's also a welcome supplement to other efforts to promote agriculture in Oregon.
"The Oregon Tourism Commission is to be commended for their excellent work on the Bounty of Oregon promotion," said Mary Stewart, executive director of the Agri-Business Council of Oregon, whose Keeping Ag Viable Committee has an ongoing promotion. "I look forward to the opportunity for the Keeping Ag Viable in Oregon Committee to work more closely with the Oregon Tourism Commission as we jointly enhance business development efforts in agri-tourism."
The idea of a joint effort appealed to Oregon Bounty participants.
"We get more bang for our buck by working together," said Peter McDonald, who grows hazelnuts near Wilsonville and Newberg.
Kevin Zielinski of E.Z. Orchards grows pears and operates a retail store in northeast Salem. As a grower and seller, he appreciates the Oregon Bounty promotion. For this campaign, he said his store will stock Willamette Valley cheese and hazelnuts in addition to the pears his family orchards grow.
Besides wineries and grocery stores, restaurants are taking part in the promotion. Jeff Nizlek of the Silver Grille in Silverton, and Jack Czarnecki of the Joel Palmer House in Dayton both said they are featuring Oregon ingredients at their restaurants this month.
The Oregon Bounty promotion "solidifies what we've been doing," Nizlek said, adding that he's been working with area farmers for years.
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