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

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.

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)

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.

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.