AUBURN– Sweet Grown Alabama Day will be observed July 25 across the state. The event celebrates the farmers and businesses that keep Alabama agriculture moving.

Organizers are encouraging consumers to shop locally during the celebration. Alabama farmers offer fresh produce, meat, seafood and other products throughout the year.

“Sweet Grown Alabama Day is one day out of 365 where we strongly encourage consumers to shop with local farmers,” Director Ellie Watson said.

However, Watson hopes consumers will continue choosing Alabama products after the celebration ends. She encouraged families to make local products part of their regular shopping habits.

Ways to Celebrate Sweet Grown Alabama Day

People can celebrate by visiting a local farmers market. They can also prepare a new recipe using ingredients produced in Alabama.

In addition, consumers can visit a participating farm or agricultural business. These visits offer opportunities to meet producers and learn about locally available products.

The Sweet Grown Alabama label helps shoppers identify participating products. Organizers say those purchasing decisions can directly benefit local farmers and agricultural businesses.

Sweet Grown Alabama Branding Influences Shoppers

Researchers from Alabama Extension, Auburn University and the Alabama Agricultural Experiment Station studied consumer interest in locally branded products.

The study examined whether consumers would purchase sweet potatoes carrying the program’s label. Researchers also studied how much shoppers would pay for those products.

Wendiam Sawadgo is an Alabama Extension agricultural economist at Auburn University. He said consumers often seek Alabama-grown food and drinks.

“We generally find that consumers’ biggest reason for purchasing local foods is to support our local farmers,” Sawadgo said.

The research found that some consumers would pay more for locally branded products. According to Sawadgo, half of those willing to pay more cited support for farmers as their reason.

Those shoppers were willing to pay $1.01 more for branded sweet potatoes. Researchers compared them with Alabama sweet potatoes sold without the label.

Watson said the results demonstrate the value of recognizable branding. Many producers have promoted Alabama-grown products at farmers markets for years.

However, the statewide logo gives those products a consistent identity. Watson said that recognition may help farmers earn a higher price for the same product.

Local Choices Support Alabama Farmers

Watson encouraged consumers to seek local produce, meat, honey, seafood and sod. She also encouraged shoppers to support Alabama farmers and fishermen whenever possible.

“If Alabama farmers have support from consumers, they will be able to continue growing and making high-quality, affordable products for our families,” Watson said.

Keeping money with local agricultural businesses can also support future generations. Watson said many farmers hope to pass their farms to their children.

Continued consumer support can help keep Alabama farmland productive for years to come.

Celebration details are available at sweetgrownalabama.org. Farmers market information and the consumer study are available at aces.edu.

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