The Nebraska Department of Agriculture (NDA) was awarded a Federal/State Marketing Improvement Program (FSMIP) Grant from the U.S. Department of Agriculture (USDA) that assisted in the development of a model for Nebraska's fruit and vegetable industry. The Nebraska Fresh Produce Model project aimed to increase the benefit from existing farmers' markets, identify niche, market opportunities, and explore new markets for agricultural products. The primary objective of the project was to seek new ways to educate consumers about the benefits and availability of fresh, locally grown fruits and vegetables in Nebraska, research consumer purchasing patterns, and develop a model for Nebraska's fresh produce industry. Contained within this manual are the documents that were created to achieve this goal.
Increasing the sense of community between rural producers and local towns and cities, maintaining existing markets, encouraging new markets, and increasing the level of quality, service, and consumer confidence in community markets was a key focus as the model components were developed.
Farmers' markets all across the state will benefit from this project as this industry continues to
expand in Nebraska and producers begin using new or alternative marketing strategies that will
assist in the promotion of their products. Future promotion and publicity of the results from this
project will help producers cope with the challenges that face this industry every year.
The Nebraska Fresh Produce Model is a great achievement for Nebraska agriculture,
our fresh produce industry, in particular. I hope you will find this information useful as you
market and sell the fresh, quality foods that are grown right here in Nebraska . . . "The Good
Model Components Description
Specific details of the Nebraska Fresh Produce Model components. The project was created by the NDA, with funding assistance through the USDA.
Survey of Nebraska Households
Research identifying consumer purchasing behaviors to determine the level of interest in and the
current pattern of purchasing locally grown or produced products from several different sources,
with an emphasis on fresh produce.
Survey of Nebraska Households Presentation
A PowerPoint presentation of the information contained within the Nebraska Households Study.
Farmers' Market Food Safety Presentation
Presentation identifying the importance of food safety and how to inhibit product contamination
of fruits and vegetables.
Nebraska Fresh Produce Situation Analysis
Collection of primary and secondary research and third-party observations of the Nebraska fresh
produce industry. Information serves as the basis for recommendations made in the Marketing
Nebraska Fresh Produce Marketing Plan
Objectives, rationales, strategies, and tactics identified to help Nebraska fresh produce growers
increase revenue and profitability from their operations.
New Nebraska Fresh Produce Logo
An official Nebraska fresh produce logo and design was created. It is entitled, Nebraska Our
Best to You. This new design and slogan is intended to help promote Nebraska's fresh fruits
New Magazine and Newspaper
Nebraska Fresh Produce magazine and newspaper advertisements were created. Ads are
designed to help promote Nebraska's fresh produce industry in Nebraska's cities, towns, and
A Producer's Guide to Maximizing Yield
Files in PDF format can be viewed with Adobe Acrobat Reader.