The United Flower Grower Cooperative Association is using $62,500 in provincial funding to promote its “Flowerful BC Pick Local” brand in a variety of ways including signage for delivery vehicles.
The funding is also supporting a pilot in-store promotion project in eight Thrifty Foods stores in the Lower Mainland, Victoria and Nanaimo.
The stores are using colourful signs, labels and stickers to help shoppers easily identify locally grown flowers and plants.
The campaign is encouraging British Columbians to support the B.C. growers who produced more than 92 million cut flowers and 120 million plants in 2012.
“Whether people are looking for seasonal specialties, plants for the yard or indoors, or fresh flowers for a friend or loved one, they can choose B.C. grown products,” said Minister of State for Tourism and Small Business Naomi Yamamoto on behalf of Agriculture Minister Pat Pimm.
“That decision adds something special to their purchase, it supports B.C. jobs and communities.”
B.C. grows more than 250 types of flowers and plants, with local products available throughout the year.
The United Flower Growers operate the oldest and largest live flower auction in North America. The auction takes place three days a week, year round.
“We want B.C. consumers to know a great proportion of flowers they buy in local stores are grown right here in our province, and this campaign will help consumers pick fresh and local plants and flowers,” said United Flower Growers CEO Bob Pringle.
“BC growers are known by wholesalers and retailers throughout Canada and the U.S. for producing the finest quality cut flowers and potted plants. This program will help consumers know that too.”
Building the local market for B.C. products is a key commitment of government’s Agrifoods Strategy, a component of the B.C. Jobs Plan, to lead the agrifoods sector growth into a $14-billion-a-year industry by 2017.
The provincial government’s Buy Local program is administered by the Investment Agriculture Foundation of B.C.