Editorials
Ad campaign urges Californians to buy local food
SACRAMENTO — Gov. Gray Davis unveiled a new statewide advertising campaign Thursday to encourage consumers to purchase California-grown produce to help boost the state’s largest industry.
“The purpose is to put one thought in people’s mind: Food grown in California is the very best in the world,” Davis said, announcing the launch of the program at the California State Fair in Sacramento.
Contributions from the agriculture industry, as well as state and federal grants, pay for the “California Grown” program.
The ads poke fun at some of Calollowed by a man declaring, “I’ve never called anybody dude.” A man then says “I’m, just a Californian” who buys California produce.
The two 30-second spots will air for 30 weeks in Los Angeles, San Francisco, Sacramento, San Diego, Fresno, Monterey-Salinas, Santa Barbara, San Luis Obispo and Bakersfield.
The ad campaign is part of a $75 million “Buy California” campaign launched by Davis last year to help California farmers — most of which run family farms or partnerships.
