Visit California, California Grown partner to tout state’s ag, dining, wine industries

mglover@sacbee.comMarch 20, 2014 

Visit California, the nonprofit that helps develop marketing programs promoting the Golden State as a travel/recreation destination, has partnered with Sacramento-based California Grown to launch a new marketing campaign.

Officials said the “California, Always in Season” campaign was inspired by the increasing momentum of the farm-to-fork movement, a major focus of Sacramento Mayor Kevin Johnson’s promoting of the region.

The campaign is designed to market California’s agricultural abundance and the state’s chefs, farmers and ranchers. Visit California also aims to tout the state as a primary destination for travelers seeking culinary experiences, ranging from farm tours to dining stops to wine/food festivals.

The cornerstone of the new campaign is a $1 million media buy with Food & Wine magazine.

Officials said tourists in California spent $28.5 billion on food and beverages in 2012 – the most recent year for which complete statistics are available – making it the largest segment in the state’s tourism economy.

California Grown, also known as the Buy California Marketing Agreement, is a joint effort of agriculture industry groups representing the products of California’s farms, ranches, forests and fisheries.

For more details, see www.foodandwine.com/california or www.visitcalifornia.com.

Call The Bee’s Mark Glover, (916) 321-1184.

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