Be a Local Hero, Buy Locally Grown

The Be a Local Hero, Buy Locally Grown public awareness and marketing campaign is the country’s longest running and most comprehensive program to encourage buying local farm products. The Local Hero campaign uses paid print, radio, and web advertising combined with public relations events and press releases to engage the public to support local farmers. Farms and businesses that join the campaign are included in networking events and receive discounts on products, events, and advertising rates. Members are included in online and print guides of local farmers. They are also permitted to use the widely recognized Local Hero logo, and receive a starter kit of Local Hero price cards, stickers, and signage.

The goal of the Be a Local Hero, Buy Locally Grown program is to raise awareness and sales of locally grown farm products.

The Local Hero campaign includes more than 227 farms, 51 restaurants, 31 retailers, 6 landscape/garden centers, 15 specialty producers and 26 institutions. Two thirds of participating farms reported product sales increase in 2010. Nearly all (90%) participating farmers were satisfied with the Local Hero membership program. Market research shows that over 82% of residents of Franklin and Hampshire counties recognize the Local Hero logo, and people who recognize the logo are twice as likely to shop at their local farm stand, farmers’ market, or select local products at their grocery store.