Arizona Department of Agriculture - Commodity Development and Promotion Program

This report addresses the Department of Agriculture’s Commodity Development and Promotion Program  and the activities of Arizona Grown, a key component of the Program’s domestic promotion efforts.  The auditors' review of commodity promotion studies and similar programs in other states indicates that the Department can increase Arizona Grown’s impact by promoting Arizona specialty and processed products and by targeting purchasers who are most likely to buy local products.  In contrast, Arizona Grown’s efforts have been focused on fresh food commodities.  Since it is difficult to differentiate fresh food commodities, promoting these products tends to have little effect on consumer behavior.  The report also recommends that the Department ensure promotional activities have a demonstrable impact by measuring their effectiveness.  Finally, the Department should take steps to increase available monies for Arizona Grown promotional projects by taking advantage of additional industry funding.