Andrew M. Cuomo, Governor | Richard A. Ball, Commissioner
Jessica A. Chittenden

March 20, 2007

“Pride Of New York” Showcased At Eastern Produce Council

Metropolitan New York Produce Buyers to Learn More about NY Products

New York State Agriculture Commissioner Patrick Hooker will showcase tonight the Pride of New York marketing and promotional program to the members of the Eastern Produce Council at its monthly meeting held in West Orange, New Jersey.

The Eastern Produce Council is a trade association whose membership consists of more than 400 fresh produce retailers, wholesalers, and transporters within the metropolitan New York area. Produce companies, organizations and other Departments of Agriculture typically sponsor the Council’s meetings. Tonight the Council will feature the increasingly popular Pride of New York Program, which has successfully raised the awareness of locally produced New York foods.

"There is a growing interest from consumers in buying local produce," the Commissioner said, "and the Pride of New York Program offers a variety of services and materials to help direct those interested consumers to New York products. From radio spots and billboards to point of purchase materials to special events and campaigns, the Pride of New York has something for everyone in the food chain from farmers to distributors to wholesalers and retailers."

In addition to Commissioner Hooker, two Pride of New York members spoke on behalf of the Program – Jim Allen, President, New York Apple Association, and Richard Ball, owner of Schoharie Valley Farms.

During dinner, members of the Eastern Produce Council enjoyed wine from Brotherhood Winery, located in the Hudson Valley. Brotherhood, a Pride of New York member, has the largest underground wine cellars and is the oldest continually operating winery in America.

The Pride of New York Program is designed to help consumers identify high-quality, local products where they shop. The Pride of New York Program also assists farmers and food processors in branding their products by using the Pride of New York emblem, and encourages retailers and restaurants to highlight the New York State products they use and sell by displaying the emblem.

Currently, the Pride of New York Program has nearly 2,000 members statewide that include growers, wineries, food processors, foodservice and retail outlets, agri-tourism initiatives and other organizations that support New York agriculture.

To receive information about membership in the Pride of New York Program, call the New York State Department of Agriculture and Markets at 1-800-554-4501 or visit the Program’s website at

2007 Press Releases