Local Hero Program
CISA’s Be a Local Hero, Buy Locally Grown® public awareness and marketing campaign was launched in 1999 and has since become the country’s longest running and most comprehensive “buy local” program for farm products. This year 226 farms, 57 restaurants, 31 retailers, 6 landscape/garden centers, 15 specialty producers, and 20 institutions have joined together to raise awareness and sales of locally grown farm products.
The Local Hero campaign uses a wide array of paid advertising (print, radio, and web) and public relations (press releases, events and appearances) to engage the public and increase support for local farmers. And it works!
Contact Devon Whitney-Deal at 413-665-7100, ext 22, to learn more about the Local Hero program.
“People get used to seeing the Local Hero materials—CISA’s work confirms and reminds people of what is important.”
Potash Hill Farm
Local Hero = Success
A 2010 survey of Local Hero farmers found that:
- Sixty-three percent of participating farms reported product sales increases over the last year.
- Eighty-eight percent were satisfied with the Local Hero membership program.
Our most recent market research found that:
- Over 82% of residents of Franklin and Hampshire counties recognize the Local Hero logo.
- People who recognize the logo are twice as likely to shop at their local farm stand or farmers’ market or to choose local product at their grocery store.
Read our 2006 Market Research Report [pdf]