One of the key reasons this region is referred to as Michigan’s Great Southwest is the magnificent bounty of fresh fruits and vegetables grown along the shores of Lake Michigan and in fields, orchards and vineyards well into the rolling nearby hills and valleys that bring an abundance of the freshest foods possible to our tables and many others well beyond our boundaries.
Now, with an eye toward establishing a solid identity for that tremendous market-basket of goodness in our midst, the team at JohnsonRauhoff — or simply JR — has been selected as the primary marketing agency to develop a powerful brand for locally grown and produced food in partnership with the Southwest Michigan Local Food Council.
That council was first chartered four years ago in 2017 by the Michigan Local Food Council Network and Be Healthy Berrien. They recently completed a lengthy search for a primary marketing agency by selecting JR to be their new partner.
John Egelhaaf, who is the Executive Director of the Southwest Michigan Planning Commission and Chair for the Southwest Michigan Local Food Council, says, “We were impressed by their proposal, and now we can’t wait to get the ball rolling with JR.” He adds, “We have exciting plans for our organization in the coming years, and we believe JR is going to play a key role in helping us accomplish our objectives.”
The Council has three primary goals. It seeks to:
- Celebrate and promote food grown in southwest Michigan
- Increase the abundance of locally grown foods
- Support the growth of the food infrastructure by doing things such as drafting model zoning ordinances for urban farming — all with an eye toward addressing food equity for area residents.
The Council’s first assignment for JR is to create a distinctive brand for food that is grown and produced in Southwest Michigan. That initiative is being funded through a grant from the U.S. Department of Agriculture. The new brand will help build consumer awareness and preference for the wide variety of delicious and nutritious locally grown food options that also help support the area economy. As one JR exec suggested, “Think of the “Florida Oranges” instant recognition branding, only on a wider, more diverse scale. Additionally, JR is developing a strategic go-to-market plan that will roll out beginning this summer.
Aaron Molter, owner of Molter Produce, says, “Southwest Michigan is a valuable agricultural region that produces a diverse variety of fruits and vegetables on an annual basis,” and adds, “I am excited that the Council and JR will be working together to build a brand which will boost awareness of the bountiful u-pick operations and farm markets in the region.”
Meanwhile at JR, Mike Huie, President of JohnsonRauhoff, says, “We’re excited that the Council selected us for this work,” adding, “JR has been based in Benton Harbor/St. Joseph for more than 50 years, so of course we’re a big booster for all things Southwest Michigan. We’re looking forward to shining the limelight on another great thing about this region.”
JR Account Director Justin Southern says, “We are honored to be a part of this initiative as we truly believe it could have a wonderful impact on all things local in the area: growers, farmers, businesses, breweries, wineries, markets, shoppers, U-Picks, Veggie/Fruit stands, and beyond.”
As the ultimate strategic partner to brands, JohnsonRauhoff is an agency with an in-house photography & video production studio based in Southwest Michigan. Their clients are global and regional brands. For more information, you can visit online at: http://johnsonrauhoff.com.
