#6: Interview with Jessica Henesy on the Taste of NY Program - 05-9-2024

Summary

Podcast Summary: New York Farm Bureau News Bytes
Episode #6: Interview with Jessica Hennessey on the Taste of NY Program
Release Date: May 9, 2024

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Introduction to Taste New York

The episode opens with Steve Ammerman, Director of Communications for the New York Farm Bureau, introducing the topic of discussion: Taste New York—a decade-old marketing initiative celebrating its 10th anniversary. Steve explains that listeners may have encountered Taste New York signage while driving or at entertainment venues but might be unfamiliar with its purpose.

Steve Ammerman:
"You’ve probably been driving down the thruway or maybe visited a New York ballpark and you’ve seen the signs for Taste New York and wondered, what is it?"
(00:02)

Understanding Taste New York

Jessica Hennessey, the program manager for Taste New York at the New York State Department of Agriculture and Markets, elaborates on the program's mission. She emphasizes that Taste New York is dedicated to highlighting the quality, diversity, and economic impact of food and beverages grown, produced, or processed within New York State.

Jessica Hennessey:
"It's a program that's dedicated to highlighting the quality, diversity and economic impact of food and beverages that are grown, produced or processed in New York State."
(01:15)

She describes Taste New York as a marketing initiative aimed at spotlighting local products through various channels, including retail outlets, markets, welcome centers, trade shows, and events. The program has also expanded to include gift items such as artwork, literature, and fiber products, allocating 80% of shelf space to food and beverages and 20% to gifts.

Evolution Over the Past Decade

Steve acknowledges the program's growth over the past ten years, noting its origins during Governor Cuomo's administration and its expansion into various venues.

Jessica outlines the program's evolution since its 2013 launch, highlighting key milestones:

• Initial Launch: Focused on events like the PGA Tournament, Great New York State Fair, Summer Fancy Food Show, and Adirondack Challenge.
• Retail Expansion: Introduction of Taste New York Markets at welcome centers and standalone locations such as Grand Central Terminal and Binghamton.
• Partnerships: Collaborations with parks, transportation hubs, trade shows, SUNY institutions, and Cornell Cooperative Extensions.
• Economic Impact: The program has contributed approximately $100 million to New York State producers over ten years.

Jessica Hennessey:
"Over the course of the 10 years, of course, the program has helped to bring $100 million in impact to New York State producers."
(04:20)

Economic Growth and Resilience

The conversation delves into the program's economic trajectory, noting initial impacts of $1 to $1.5 million in the early years, escalating to around $20 million pre-COVID. Despite pandemic-related challenges, Taste New York maintained operations, providing crucial support to small producers during a difficult period.

Jessica:
"All the markets were able to stay open during the COVID period, which I think was really important to some of those smaller producers that really lost a venue for their sales or distribution at that time."
(06:19)

Customer Engagement and Agricultural Awareness

Steve shares a personal anecdote about interacting with individuals unfamiliar with New York's agricultural landscape during a tour, underscoring the program's role in educating the public about local farming.

Jessica highlights the importance of forging connections between consumers and agriculture, viewing retail markets as incubators for smaller producers. She emphasizes ongoing conversations with customers to strengthen the bond between the Taste New York brand and its agricultural roots.

Jessica Hennessey:
"We like to look at the retail markets as kind of like an incubator space... constant engagement and communication with customers so they understand what New York Ag is, what New York agricultural products are, and how to draw that connection between the TS New York branding and what the meaning is."
(07:44)

Success Stories and Impact

The episode features inspiring success stories facilitated by Taste New York:

1. Miranda Cheese Co.: A chef connected through Taste New York incorporated Miranda's cheese into the PGA Tournament's 30,000 cheese boards, significantly boosting visibility and sales.

2. Cornell Cooperative Extension Partnership: Assisted Amish farmers in marketing their shiitake mushrooms by connecting them with a local sauce maker, leading to broader distribution and presence on Taste New York shelves.

3. General Growth: Numerous farmers reported increased production levels and economic impacts due to enhanced visibility and market access through Taste New York.

Jessica Hennessey:
"There's a farmer who connected to his tasting room through our market staff, and the chef put them on the menu for about 30,000 cheese boards at the PGA tournament."
(10:35)

Supporting Local Economies

The discussion shifts to the broader economic multiplier effect of Taste New York. Jessica explains how the program not only benefits producers but also impacts various facets of the food system, including production facilities, distribution chains, packaging, and marketing, thereby bolstering the local economy.

Jessica Hennessey:
"We're looking at how that's impacting the economy in a larger way."
(13:43)

Future Aspirations and Program Growth

Looking ahead, Jessica envisions Taste New York continuing as a vital marketing platform while evolving into a comprehensive vendor resource. She aims to enhance support for producers in product development, marketing, labeling, and scaling their businesses.

Jessica Hennessey:
"I envision the program becoming a really great vendor resource... helping those producers that are entering into product development connect to Agritech, helping them learn more about marketing and labeling, just continuing education on a practical level."
(14:47)

How to Participate

For farmers and producers interested in joining Taste New York, Jessica outlines the straightforward application process:

• Eligibility: Products must be grown, produced, or processed in New York State.
• Cost: Participation is free.
• Application: Connect directly with individual retail markets, each having its own application requirements.
• Support: Assistance is available to connect with retail markets or Cornell Cooperative Extension offices for value-added product development.

Jessica Hennessey:
"It's a free program... as long as you meet one of those three metrics, you can take part in the program."
(15:40)

Conclusion and Final Remarks

Steve wraps up the interview by reiterating the program's value in supporting local producers and encouraging listeners to explore Taste New York locations and markets. He also promotes the upcoming New York Farm Bureau state convention focused on farming forward, leadership, innovation, and diversification.

Steve Ammerman:
"It really is a great program and it's fun to go into the stores and just see the diversity of products that are on the shelves. And you feel good knowing that when you're buying them, you're likely supporting a New York producer and farmer."
(17:38)

Jessica directs interested parties to visit tastnygriculture.ny.gov for more information.

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Key Takeaways

• Taste New York has been a pivotal marketing program for New York State's agricultural products for a decade, significantly impacting the local economy with an estimated $100 million contribution.
• The program supports a diverse range of products, including food, beverages, and gifts, providing a platform for both established and emerging producers.
• Customer engagement and educational initiatives are central to fostering a connection between consumers and New York agriculture, enhancing the appreciation and support for local products.
• Success stories highlight the program's role in expanding market reach, fostering partnerships, and enabling business growth for small producers.
• Future goals include expanding Taste New York's role as a comprehensive vendor resource, offering deeper support in product development and marketing.

Notable Quotes with Timestamps

• Steve Ammerman:
  "You’ve probably been driving down the thruway or maybe visited a New York ballpark and you’ve seen the signs for Taste New York and wondered, what is it?"
  (00:02)

• Jessica Hennessey:
  "It's a program that's dedicated to highlighting the quality, diversity and economic impact of food and beverages that are grown, produced or processed in New York State."
  (01:15)

• Jessica Hennessey:
  "Over the course of the 10 years, of course, the program has helped to bring $100 million in impact to New York State producers."
  (04:20)

• Jessica Hennessey:
  "We like to look at the retail markets as kind of like an incubator space... constant engagement and communication with customers so they understand what New York Ag is..."
  (07:44)

• Jessica Hennessey:
  "There's a farmer who connected to his tasting room through our market staff, and the chef put them on the menu for about 30,000 cheese boards at the PGA tournament."
  (10:35)

• Jessica Hennessey:
  "It's a free program... as long as you meet one of those three metrics, you can take part in the program."
  (15:40)

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Stay Connected:
For more information on participating in Taste New York or to explore local markets, visit tastnygriculture.ny.gov.

Upcoming Event:
Mark your calendars for the New York Farm Bureau's state convention and annual meeting from December 3rd through 5th at the Turning Stone Resort Casino in Verona. The theme, "Farming Forward: Leadership, Innovation, and Diversification," promises insightful workshops and discussions to support and grow New York agriculture.

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Thank you for tuning into New York Farm Bureau News Bytes. Remember to support your local farmers and producers by choosing Taste New York products.

Transcript

[Steve Ammerman]

Taste New York just celebrated its 10th anniversary. And today on Newsbytes, we're going to talk about just how successful this program has been for farmers. Hi, I'm Steve Ammerman, director of communications for New York Farm Bureau, and welcome to News Bites. So you've probably been driving down the thruway or maybe visited a New York ballpark and you've seen the signs for Taste New York and wondered, what is it? Well, it's a great marketing program that supports food grown right here in our state. The program has grown in a lot of different ways over the past decade, and today we're going to speak with Jessica Hennessey, who manages the program for New York State Department of Agriculture and Markets, and she's going to share with us just how much it has meant to farmers and how you can get involved if you're interested. Well, Jessica, thanks so much for being on News Bites today. We really appreciate your time and talking about a really great program for our farmers. So welcome.

[Jessica Hennessey]

Thanks for having me.

[Steve Ammerman]

So Taste New York, it's a program that it's been around for a decade. What is it? If somebody really isn't familiar with the phrase Taste New York, they might see it as they're driving down the thruway or see it on a sign at some entertainment venue. But really, what is Taste New York?

[Jessica Hennessey]

So I always go back to our mission statement when I describe it. It's a program that's dedicated to highlighting the quality, diversity and economic impact of food and beverages that are grown, produced or processed in New York State. So as a broader, I guess, kind of way to describe the program, at its heart, I always say it's a marketing initiative. Right. Our goal is to spotlight and bring attention to food and beverages that are grown in New York State. We've expanded to gift items, too. So it's food, beverages and gifts. We do that through retail outlets. We've got markets all across the state and our welcome centers and some standalone markets. We do it through trade shows, events. Really anywhere that you can spotlight New York State food. Bev and Ag is where we like to put Taste New York. It's just a good opportunity to know that what you're getting is a New York State product.

[Steve Ammerman]

Absolutely. And I will say New York food products make for great gifts. I'll just put it out there. Yeah, that's people something, you know, a lot of people don't think about. And for whatever the occasion, you can't go wrong with good food and beverages.

[Jessica Hennessey]

No, just a great equalizer. Everybody loves food.

[Steve Ammerman]

Absolutely. So what qualifies to be a part of the program?

[Jessica Hennessey]

So it's anything that's grown, producer, processed in New York State. So we have a wide variety of products in the program. Obviously agricultural food products, but it's expanded into the gift areas too. So you'll find like artwork, literature, fiber products. Anything that's made in New York State qualifies for the program. And then of course, you know, food and beverages as well.

[Steve Ammerman]

And I, I'm assuming the food and beverages make up the bulk of what's in the program.

[Jessica Hennessey]

So when we look at it from like our retail perspective, we ask our market operators to carry 80% food and beverage just because that is kind of what we're, we're promoting right through Taste New York. But we give 20% of that shelf space to gift producers as well. So that might be agricultural bath and beauty products, the fiber products again, artwork, literature, those types of things that are also really important to the New York State economic system.

[Steve Ammerman]

Absolutely, totally, yes. So now this is part of a program through the New York State Department of Agriculture and Markets, runs Taste New York. And that's who you work for as well. What is your role in the program?

[Jessica Hennessey]

So for the last four and a half years, I've been managing the program, so assisting our retail market operators with operations and marketing. My role expanded into kind of overseeing the whole program. So working with producers on trade shows and events. The Great New York State Fair, just anywhere really that you see Taste New York, I'm involved in some capacity.

[Steve Ammerman]

Well, that's a busy job because I know there are a lot of venues and it keeps growing. In fact, you just celebrated your 10th anniversary this year. Happy anniversary. That's a big milestone. But also, how has the program evolved over those past 10 years? I remember when it started under Governor Cuomo was just like you said, a way to highlight it in market New York products and obviously adding gifts. That's another component. But how big has it become over the past 10 years?

[Jessica Hennessey]

Yeah, so in 2013, it launched as a marketing program that focused a lot on events. So it launched with the PGA tournament, which kind of fun. We were able to do that again in 2023. So that was like a nice full 10 year circle for that event to be part of. It started also with the Great New York State Fair, the summer fancy food show and the Adirondack Challenge. Since then it's expanded into retail storefronts. We've got a Teese New York Market and all of the welcome centers across the state. Here's Some standalone markets like Teese New York, Todd Hill, Teese New York at the Equal Rights Heritage Center, Front street and Binghamton. So while the program still has a large place at the Great New York State Fair and of course, the PGA Tournament, we've also expanded into partnerships with parks, different transportation hubs. We do trade shows events. We work with other agencies that may be having some sort of conference or want to spotlight Taste New York producers to their attendees. We've expanded to SUNY relationships, so there's a partnership with SUNY Coble School. It's been really great. The Teese New York market at Grand Central Terminal just reopened. And then over the course of the 10 years, of course, the program has helped to bring $100 million in impact to New York State producers. So it's grown a lot. There's a lot that goes on, and it's constantly bringing in new producers and new vendors and new opportunities for them. So it's really cool.

[Steve Ammerman]

$100 million. That's substantial. I mean, do you have the numbers of the past couple of years versus, you know, that first year or so in terms of how much it's grown on terms of economic value? Can you make that comparison?

[Jessica Hennessey]

Yeah, I mean, again, in the first couple years it was smaller. We might see like one to one and a half million dollars in impact. You know, pre Covid, we're close to, I think, $20 million or $21 million in impact. And then took a little bit of a.

[Steve Ammerman]

People weren't out and about, they couldn't go and stop at the welcome center and buy something.

[Jessica Hennessey]

Exactly. But then now it's just on the back to the growth levels that it was pre pandemic. So it's really exciting to see the program as maintained. All the markets were able to stay open during the COVID period, which I think was really important to some of those smaller producers that really lost a venue for their sales of their distribution at that time. So it was really great to be able to remain a support system for them even during that time, which was, I think, as we all are well aware and talked about, like, very impacted by. So that was a really unique way to be supportive of the industry.

[Steve Ammerman]

What I really like about it. So, you know, we met about a few weeks ago at the welcome center on the thruway near the Coxackie exit. And we were with some people who really didn't know a lot about agriculture as part of a tour that we were going on. And what I think is really special about Taste New York is it's not just an opportunity to buy something that's produced in New York. It's an opportunity to learn something about New York and New York agriculture. Because so many people don't perceive New York as being a farm state. And we are in many, many ways. So what has customer reaction been like and how important is it for you that they make that connection to agriculture?

[Jessica Hennessey]

I think the connection to agriculture is probably one of the most important things that we do. Obviously, we want to make sure that when you're coming to a taste New York market, you understand why these products are so special and what the story is behind them. A lot of the times they are smaller producers. We like to look at the retail markets as kind of like an incubator space. So a lot of the times there's smaller producers that are looking to kind of get their feet wet into the retail system and the food systems so that constant engagement and communication with customers so they understand what New York Ag is, what New York agricultural products are, and how to draw that connection between the TS New York branding and what the meaning is. Yeah, it's an ongoing conversation that I think the staff and all the markets love to have with customers that are coming through. Conversations that we at the department level love to have when we're out and about trade shows or events. At this point, we are kind of doing a grassroots sort of customer engagement survey where we're going to all the markets and asking people point blank, how important is local food to you? How important is having access to things like the TS New York markets? What brought you in? What are you excited about? The response has been largely positive. Those are still ongoing, so we're looking to really pull them all together. But it's been great to have those conversations and see how the brand has affected people and how people are responding to it.

[Steve Ammerman]

And that can provide you data on how the program could change even more or grow even more to fit the customer demands and interests. So that's great that you're doing that. You mentioned that your staff has those conversations. Do you talk to your staff about the New York connections and farming connections? I mean, is that part of their work experience as well?

[Jessica Hennessey]

I think it's just rooted in their overall program mission. A lot of our markets are operated by Cornell Cooperative Extensions, which is great because Agricultural Mission. Agricultural Mission. It's a perfect fit. Some of them are operated by TPAs or tourism agencies. So that's great because they're really having the connection with customers to get them excited about going out into New York State. In general and seeing what they have to offer. So I just think those are conversations that they're excited to have. And again, it's rooted in their association mission.

[Steve Ammerman]

Yeah.

[Jessica Hennessey]

So, yeah, it just continues.

[Steve Ammerman]

You mentioned a minute ago farmer stories. Do you have a couple of stories that stand out of somebody who started to participate in the Taste in New York program? And it's really helped them, grown with them. A success story, if you will. Do you have a couple of those that you could share?

[Jessica Hennessey]

Yeah, definitely. There's.

[Steve Ammerman]

I'm sure there are many.

[Jessica Hennessey]

There's so many, it's hard to pick from. So kind of going Back to the 10th anniversary, we launched our 10th anniversary event at the Finger Lakes welcome center and that was really cool. We had Tom Murray From Miranda Cheese Co. Speak and he made the announcement that the connection that a Delaware north chef had made at the Finger Lakes welcome center drove them to his tasting room. The New York market staff pushed them to his tasting room. The chef loved his cheese so much that he ordered it and put them on the menu for I think about 30,000 cheese boards at the PGA tournament. So it was, that was a really cool connection for the, for our program to have made for a local producer, you know, and then there's our. I mentioned our relationship with Cornell Cooperative Extension. I see that as a really huge success story. Obviously, Cornell does so much for ag producers across the state, but having those relationships in the markets, they've been able to help with marketing, labeling, helping those producers learn how to scale up or if there's a new producer that's going through some product development, connecting them to Cornell agritech so they could do product testing and development and get their product in packaging and ready to reach retail markets as well. So I think there's probably a very long chain of success stories that can be pulled from out of there. There's farmers who have reported that the visibility in the markets has helped the them scale their personal or their on farm businesses, I should say to increase production levels, to expand, you know, significant economic impact to those locations. Cornell helped some Amish farmers that were interested in finding new market for their shiitake mushrooms to connect them with a shiitake mushroom sauce maker who now is sourcing New York state mushrooms for their mushroom sauce, which is now on the t New York shelves. And they're picking up larger distribution through that. So there's a lot of those kind of stories that happen on a day to day basis and those connections that we're driving. So it's really cool.

[Steve Ammerman]

That's really gratifying to know that your work is really helping these small businesses and these small farms grow like that.

[Jessica Hennessey]

Yeah, definitely. It really is. I feel like a lot of us are kind of vying for the spot of the best job in the state. And I think working for New York.

[Steve Ammerman]

Is the best job in the state. You're definitely in the running. Absolutely. So the economic impact, and I think you have discussed that a bit, especially with that $100 million figure. But again, something that maybe people don't associate with. They think, all right, New York agriculture, okay, that means local food, but it does mean local dollars. It means small businesses that can grow and then support other small businesses and their tax base. So making again, that connection to New York agriculture and New York economy is important. Is that part of the mission as well for Taste New York to support our local economies?

[Jessica Hennessey]

So we often talk about the multiplier effect of the products that we're producing. Cause it not only touches the actual producer and the farmer that's making it, but we're looking at how that affects the production facilities that are making the product, how it's affecting the distribution chain. From the delivery drivers into the market to the packaging to the marketing. There's just so many different components of the food system that these products hit from production to shelf. So we're definitely looking at how that's impacting the economy in a larger way.

[Steve Ammerman]

And again, we can't reiterate it enough. That $100 million figure, that's not pocket change. How do you see it to continue to evolve? You had 10 years. I'm sure you're looking to the next 10 years. If you could wave your wand and see what it could become, how it could grow. What are some of those things that maybe you're thinking of or you'd like to see?

[Jessica Hennessey]

I always say that I want to use New York to remain. I mean, again, at its heart, it is a marketing program. And I think the visibility to New York State producers is so important. So we don't want to lose sight of how this program is kind of giving that avenue for. Again, as an incubator project where they can learn how to produce, develop, and market their products and scale up to reach larger distribution. But I also envision the program becoming a really great vendor resource. So helping those producers that are entering into product development connect to Agritech, helping them learn more about marketing and labeling, just continuing education on a. On a smaller. Not on a smaller scale, but on a.

[Steve Ammerman]

So on a small level, that practical level.

[Jessica Hennessey]

Yeah.

[Steve Ammerman]

So if a farmer is interested in, in taking part, what are the steps to do that?

[Jessica Hennessey]

So it's a free program. There's no, no charge to be part of it. The only criteria for our program is grown, produced or processed in New York State. So as long as you meet one of those three metrics, you can take part in the program and, you know, again, you can reach out to us and we'll help to connect you with either a retail market, if you're ready to sell into a Taste New York market, or connect you to, again, those local Cornell Cooperative Extension offices that may be able to help you if you're looking to do some sort of value added product. Each of the markets, because they are independently operated, if a farmer or a producer is interested in working with them, you would connect directly to each one individually. Then those all have their own set of applications and requirements, although they're pretty similar across the board. But I like to make sure that everybody understands that it's an individual application process to each of them.

[Steve Ammerman]

And I think, you know, it's nice too, if people are just curious and they see the Taste New York sign, go in and check it out and it's an easy way to learn more. And again, find the gifts and, and good food. And in the end, you're supporting local producers.

[Jessica Hennessey]

It's, I mean, yeah, it's just a great program and yeah, a great way to support New York producers in the New York economy. We always like to choose local by New York.

[Steve Ammerman]

Absolutely. That's my motto as well. When you can always support your local folks. Well, Jessica, thanks so much. We appreciate your time today and we wish you the best of luck as you continue to move Taste New York forward. And we hope our farmers and others who are listening today will really take advantage of that program.

[Jessica Hennessey]

Thank you. Thanks so much for having me. And again, if anybody wants to reach out, they can just reach out to tastnygriculture.ny.gov Very good.

[Steve Ammerman]

Thanks, Jessica.

[Jessica Hennessey]

Thank you.

[Steve Ammerman]

It really is a great program and it's fun to go into the stores and just see the diversity of products that are on the shelves. And you feel good knowing that when you're buying them, you're likely supporting a New York producer and farmer. So make sure to check those out next time you're out and about and you see a Taste New York sign or marketplace. Also want to give you a reminder that New York Farm Bureau we're in the middle of planning for our big state convention and annual meeting which takes place at the end of every year. This year it's going to be December 3rd through the 5th at Turning Stone Resort Casino in Verona. And the theme is it's an exciting one. It's Farming Forward, Leadership, innovation and diversification. So we're going to be talking about a lot of those themes that actually we talked about today. The farms that are participating in the Taste New York program, they lead and live rather innovation and diversification on their farms every day. So there's going to be some great workshops and speakers that will talk about those initiatives and how we can support and grow our farms and all of agriculture in New York. So stay tuned for more details that will be coming out in the coming weeks and months on the convention and how you can register. Well, that's it for today's edition of NEWS bites. I'd like to thank Seth Moser Katz for editing the podcast and as always, make sure to thank a farmer for all that they do.