North Texas beekeepers learn of 'Go Texan' advantages

By LORI COPE | East Texas Edition

August 23, 2001 -- The buzz phrase at the recent Collin County Beekeepers Association meeting was "Go Texan," the Texas Department of Agriculture program that provides a wealth of marketing resources, including the kind that can take the financial sting out of advertising/promotional expenses.

Corrie Siebman, a TDA marketing specialist, explained that any producer of an agricultural product (in its natural or processed state) is eligible to be a "Go Texan" member. She told the beekeepers that with a $25 annual membership comes access to knowledgeable marketing experts, promotion through TDA, and availability to the $2 million matching-funds grants account.

The grant funds can be used for any advertising or promotion, including such things as advertising on billboards, newspapers, radio, etc., plus promotional items such as key chains, pens, trade show booths, signs, and more.

"I want you to think broadly. The sky is the limit on this," said Siebman. "There is no maximum you can ask for."

A board, made up of industry representatives, promo-tional/advertising experts, consumers, and TDA employees, decides on issuing the matching-funds and they are looking for "unique, innovative ideas."

The Texas ag producer with a Texas product to sell, whether it's value-added (like salsa made from homegrown tomatoes and peppers) or a raw good (like honey), is eligible to be a member of Go Texan if they do not exceed $1 million in sales annually.

The "Go Texan" program has $2 million for its matching-funds grant program, an 100 percent increase over last year's available funds. "It was so wildly successful," Siebman explained, "that the legislature doubled the amount."

The specialist related that the sales of companies involved in the Go Texan program "have skyrocketed."

Siebman told the beekeepers that research has found Texans are a loyal group, and they will buy products from a fellow Texan. "It's easy to get Texans to buy Texas products," she said.

Go Texan members' product carries the distinguishable Go Texan logo.

Research has shown 85 percent of Texans would make an effort to buy Texas products, the specialist cited.

There are several key benefits to being a Go Texan member, Siebman said. At the top of the list is the statewide marketing assistance available to the producer.

"There are 25 marketing staff statewide, and they have a broad range of talent," she explained. The marketing specialists are the ones who actually meet with the producer, go to the farm, and serve as liason to the Texas Department of Agriculture.

As a Go Texan member, the producer and product are listed in TDA's Texas Agriculture Marketing Exchange (TAME) database. This listing is available to consumers who are searching for Texas-grown and/or Texas-made products that includes food, fiber, wine, and horticulture.

Siebman said she develops marketing plans for area farmers' markets to some bigger companies such as Hell on The Red salsa company in Fannin County to Campbell's Soup in Lamar County.

One day may find Siebman "tagging" Texas-grown products in a grocery story or gift shop and the next day talking to consumers at a regional fair or buyers at events such as the Texas Restaurant Association trade show.

The State Fair of Texas is another big marketing opportunity for Go Texan producers. Inside the fair's Food and Fiber building, Go Texan members can buy, for $40, a 4-foot by 18-inch shelf space in the "General Store" during the 24-day fair. The Go Texan products get great visibility and producers can also sample their product during the statewide event.

Whether a Texas honey producer, plant grower, or maker of dog biscuits, the Go Texan program is open to the state's agriculturalists. For more information, visit the TDA website at www.agr.state.tx.us and click on "Go Texan."