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Celebrate Oregon Agriculture campaign carries momentum into 2014

After a very successful 2013, the Celebrate Oregon Agriculture campaign is ready to build on its momentum in the new year as it reaches out to Oregonians in a variety of multimedia platforms with key messages for Oregonians.

"Lots of people have resolved to live a happier, healthier life and this year the Celebrate Oregon Agriculture campaign gives Oregonian’s a blueprint on how to do it," says Oregon Department of Agriculture Director Katy Coba. "The campaign provides parents the know-how and inspiration they need to grow, find, prepare, and experience Oregon agriculture with their family. They also learn something about the positive impact Oregon agriculture has on our economy and way of life. I’m very excited for the 2014 campaign."

The campaign is sponsored by a partnership with the Oregon Department of Agriculture, NORPAC Foods, Whole Foods Market, and Wilco.

Coba will once again lend her voice and face to the campaign in television ads aired on Portland’s KATU Channel 2. Her tag line, “We’re Oregon agriculture, look for it at your grocery store, farmer’s market, or restaurant,” captures the campaign’s ultimate goal.

Aimed primarily at parents and caregivers of school-aged children, Celebrate Oregon Agriculture uses TV, print, radio, and online resources to reach the audience. Viewers will find segments on AM Northwest the second Friday of every month, and more stories and in-depth information weekly on the Celebrate Oregon Agriculture web page. Viewers can get social with the campaign on Facebook and Twitter.

Celebrate Oregon Agriculture provides viewers with recipes, tips, and fun family activities throughout 2014, designed to ensure Oregon families, farmers, and communities thrive.

ODA’s Farm to School Specialist, Michelle Ratcliffe, PhD is regularly featured in the television segments, partnering with farmers and others to help tell the story of Oregon agriculture as part of the campaign.

"Every parent wants happy, healthy kids, but these days it seems like there is so much to do, and too much information to sift through," says Ratcliffe. “We’ve taken the guesswork out of figuring out how best to spend the limited time with your kids and package it into easy-to-digest bites and tidbits. The recipes and tips we offer are proven, science-based, and kid tested.”

At the heart of the campaign are four marketing objectives:

  • Elevate awareness of and attitudes about, and utilization of, Oregon’s agriculture products.
  • Educate the public about the availability and affordability of local agriculture products.
  • Help parents and caregivers of school-aged children understand the connection between healthy food choices and the overall health and well being of their children.
  • Motivate parents, and give them the knowledge and skills needed to have their children participate in the growing, harvesting, cooking and serving Oregon’s agriculture products.

As a key partner in the campaign, KATU is ready to kick off the 2014 segments.

“KATU Television is committed to the Celebrate Oregon Agriculture campaign and support the agriculture industry into 2014,” says account executive Erick Garman. “We are excited that the program continues to grow and look forward to working together while providing our viewers with unique local content.”

The campaign is also funded, in part, by USDA’s Specialty Crop Block Grant Program, administered in Oregon by ODA. The campaign kicked off in the summer of 2012.

For more information, contact Michelle Markesteyn Ratcliffe at (503) 709-5360.

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