BILL NUMBER:S6964A

TITLE OF BILL:
An  act  to  amend  the  agriculture  and  markets law, in relation to
establishing the Shop: Pride of New York  program  for  wholesale  and
retail sellers of food and food products produced in New York state

PURPOSE:
The  purpose  of  this bill is to promote wholesale and retail sellers
offering a threshold amount of New York state grown  and/or  processed
food  items.  This  information  will allow consumers to better locate
where they can find  New  York  state  products,  and  encourage  more
businesses to locally source.

SUMMARY OF PROVISIONS:
Section  1:  Amends  the  Agriculture  and Markets Law by adding a new
section 156-j that defines "New York product" as New York state  grown
farm  products  packed  within  this state in accordance with official
standards established by this chapter, or any New York state  produced
or  landed  aquatic  product;  or  any  state  processed food product,
manufactured within the state in accordance  with  official  standards
established  by  the  Commissioner  of  Agriculture and Markets. "Food
seller" is defined as any person or entity regularly  engaged  in  the
sale of food and/or food products.

The  commissioner  is  authorized  to  design,  determine and adopt an
              

official logo for Shop: Pride of New York food sellers  which  may  be
displayed upon the seller's premises. Retail food sellers are eligible
for  Shop:  pride  of  New  York membership if such businesses sell or
offer at least 20 different foods and/or food products  that  are  New
York products. Each business will include in its application a list of
New  York products sold both annually and seasonally, the names of the
New York product producers from whom such products were purchased, and
a one sentence description  of  its  business.  Businesses  which  the
commissioner  finds  complies  with  the standards established will be
designated as a Shop: pride of New York food seller.  Businesses  that
apply  within  one  year  of  the effective date of this section shall
receive advertising materials and official Shop:  pride  of  New  York
materials  free  of  charge.  Thereafter, the Commissioner may provide
such materials, as he or she feels necessary, to fulfill the goals and
purposes of the Shop: Pride of New York program.

Wholesale food sellers are  eligible  for  Shop:  Pride  of  New  York
membership if such businesses sells or offers for sale such quantities
and types of foods and/or food products that are New York products, as
shall be established in the rules of the Department of Agriculture and
Markets.  Each wholesale food seller will include in its application a
list of New York products sold both annually and seasonally, the names
of the New  York  product  producers  from  whom  such  products  were
purchased,  and a one sentence description of its business. Businesses
which the Commissioner finds complies with the  standards  established
will be designated as a Shop: Pride of New York food seller.

Businesses  that  apply  within one year of the effective date of this
section shall receive advertising materials and official  Shop:  Pride
of New York materials free of charge. Thereafter, the Commissioner may


provide  such  materials, as he or she feels necessary, to fulfill the
goals and purposes of the Shop: Pride of New York program.

Both  wholesale  food  sellers  and retail food seller are required to
pay, as part of their application, the one-time fee that is  currently
required  by  the  Department of Agriculture for the Pride of New York
program.

The Department of Agriculture  and  Markets  shall  establish  on  its
departmental  website  a link dedicated to the Shop: Pride of New York
program. This link shall include  the  name,  location  and  hours  of
operation  of each Shop: pride of New York designated food seller, and
the single sentence description of their business that was included on
its application. The Department of Agriculture and Markets shall  work
with  the Department of Economic Development to promote Shop: Pride of
New York food sellers.

The Commissioner shall promulgate such rules and regulations as he  or
she deems necessary to implement the provisions of this section.

Section Two. This act becomes effective on January 1st next succeeding
the date it shall become a law.

JUSTIFICATION:
Agriculture  plays  a  vital  role  in  New  York's economy. Including
ancillary  industries,  such  as  food  processing,  farming's  annual
economic  impact on the state rises to $31.2 billion. An important and
increasing factor in this success has been the local food movement.

While demand for local foods is continually increasing, a study by the
economic development firm Market Ventures found over $700  million  in
unmet New York city demand. Additionally, polling has shown that while
New  Yorkers favor buying local, they are more likely to do so if they
can conveniently locate such foods. Cornell University found  that  40
percent  of  New Yorkers are interested in purchasing local foods only
if they don't have to go out of their way to do so.

The current Pride  of  New  York  program  has  been  instrumental  in
creating   awareness  about  goods  and  products  that  are  produced
in-state. While retailers and wholesalers are included in the program,
the food itself has always been the focus.

Not everyone interested in local foods  can  easily  reach  a  farmers
market.  Many  consumers  seek  the  ability  to  better identify what
businesses place an emphasis on  locally  sourcing.  By  creating  the
sister  campaign  of  Shop:  Pride of New York, we can start promoting
those businesses offering local goods, and fill in gaps in the current
Pride of New York.

This legislation will expand the current program  to  allow  wholesale
and  retail  sellers  of  food  and food products produced in New York
state access to promotional materials, thus increasing their  exposure
to consumers.

Retail  food  sellers  carrying  20 or more different types of food or
food products may apply for membership in Shop:  Pride  of  New  York.
Wholesale  food  sellers  offering  for  sale  New  York  food or food


products  in  a  quantity  to  be  determined  by  the  Department  of
Agriculture and Markets may apply for membership as well.

Members  will  receive  Shop: Pride of New York advertising materials,
and have their  business  featured  on  a  website  dedicated  to  the
program. This shall include the name, location and hours of operations
of  each  Shop:  Pride  of  New  York  designated  food  seller, and a
description of their  business.  Additionally,  designated  businesses
will  be  included  in advertisements as the Department of Agriculture
and Markets sees fit.

To become a member, businesses  must  submit  an  application  to  the
Department.  This  will  include what New York foods and food products
they offer, the names of producers from whom they purchase, and a  one
sentence description of their business.

This  type  of  branding  has been shown to positively affect consumer
behavior. Individuals are found to prefer,  and  pay  a  premium  for;
products  labeled  as produced locally or in-state. Shop: Pride of New
York will shine a light on those businesses locally sourcing, and help
drive consumers to their doors. Shop: Pride of New York will encourage
more businesses to use local products, thus increasing the demand  for
state products.

LEGISLATIVE HISTORY:
New Bill.

FISCAL IMPLICATIONS:
Minimal.

EFFECTIVE DATE:
This act shall take effect on the first of January next succeeding the
date  on  which  it  shall have become a law, provided that, effective
immediately,  any  rules  and  regulations  necessary   to   implement
provisions  of  this  act  on  its  effective  date are authorized and
directed to be promulgated on or before such date.