Suan’s jams and preserves are on display inside a Whole Foods in Oklahoma City. (Photo by Brent Fuchs)
OKLAHOMA CITY – State Department of Agriculture officials would like consumers to keep their holiday shopping money in Oklahoma this year. But they’re a little more focused on Thanksgiving than Black Friday Christmas gifts.
That’s because the majority of Made In Oklahoma Coalition participants are food producers, program spokeswoman Kerry Barrick said. The marketing program is making a big push to get the MIO label highlighted on grocery store shelves this week with signage, package stickers and special displays. Holiday gift basket suggestions, which have been popular in past years, may follow later.
“The message is, ‘‘Tis the season to support local companies,’” Barrick said.
In 2010, the marketing coalition had about 35 member companies that met production and distribution standards necessary to put the MIO label on products. This year, that number is about 45. A few businesses may fall away as new companies join, but the overall growth trend speaks well of the value of MIO, Barrick said.
Debbie Andrews, co-owner of the Andrews Honey Bees in Asher, said being part of the coalition has opened doors for her family business.
“When grocers see that sticker, they set you aside because they want to support local business,” she said. “It adds title to the product. When the MIO Coalition put us on TV several times with recipes that features Oklahoma products, people noticed. Without being part of the coalition, that would never have occurred.”
Suan Grant, owner of Suan’s Foods in Oklahoma City, has seen a difference between sales of her Scotch bonnet pepper jelly before she was a member of the coalition four years ago and now. Like Andrews, she said the MIO sticker improves her bottom line.
“It works because Oklahomans are very supportive of their small businesses and products made in the state,” she said. “It’s really been a terrific marketing tool, helping to identify the product and draw people to us.”
The coalition is supported by about $330,000 annually from the state Legislature, Barrick said, and that is supplemented by participation fees from members. It’s not a huge budget, but grocers’ efforts to give MIO good shelf space for the signage provides a big boost to the overall impact.
The department has a second MIO program that doesn’t get nearly as much attention because it focuses on early development rather than marketing and distribution. Barrick likened the Agriculture Department’s involvement to a business incubator that provides small services, advice and resource suggestions. Participants in the first program tend to graduate into the coalition, she said.