TITLE OF BILL: An act to amend the agriculture and markets law, in
relation to establishing the Grow: Pride of New York program for
nursery dealers using and selling New York state produced horticulture
PURPOSE: The purpose of this bill is to promote horticulture, nursery
dealers, and other horticulture establishments that use a threshold
amount of horticulture products grown in New York state. This
information will allow consumers to better locate garden centers,
nurseries, Christmas tree farms and other horticulture dealers that
sell New York state products, and encourage more businesses to locally
source their products.
SUMMARY OF PROVISIONS: Section 1: Amends the Agriculture and Markets
Law by adding a new article 24-A that defines "New York product" as
New York state horticultural products grown within this state in
accordance with official standards established by this chapter and by
the commissioner of Agriculture and Markets. A nursery dealer is
defined as a single location which regularly operates for the sale of
horticultural products and related items for compensation. Dealers
with multiple locations will have to register each location.
The commissioner is authorized to design, determine and adopt an
official logo for Grow: Pride of New York dealers which may be
displayed upon the business' premises. Dealers are eligible for Grow;
Pride of New York membership if not less than twenty five percent of
the products at such establishment are New York grown.
Each business will include in its application a list of New York
products used and served both annually and seasonally, the names of
the New York products producers from who such products were purchased,
and a one sentence description of the items offered. Businesses which
the Commissioner finds complies with the standards established will be
designed as a Grow: Pride of New York dealer. Businesses that apply
within one year of the effective date of this section shall receive
advertising materials and official Grow: 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 Grow; Pride of New York program.
The Department of Agriculture and Markets shall establish on its
departmental website a link dedicated to the Grow; Pride of New York
program. This link shall include the name, location and hours of
operation of each Grow; Pride of New York dealer, and each dealer that
was included in the application. The Department of Agriculture and
Markets shall work with the Department or Economic Development to
promote Grow; Pride of New York dealers in cooperation with an
advisory board composed of industry members.
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 l 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 $44 billion. According to
the USDA statistics from 2010, horticulture is second in gross sales
in New York in comparing all agricultural industries. It is also one
of the few that generates sales tax revenue for the state. An
important and increasing factor in this success has been the local
While demand for local foods is continually increasing, polling has
shown that while New Yorkers favor buying local, that are more likely
to do so if they can conveniently locate such products. Cornell
University found that 40 percent of New Yorkers are interested in
purchasing local products 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 horticultural products itself has always been the focus.
Not everyone interested in local horticultural products 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 Grow: Pride of New York, we can start
promoting those dealers selling local items and fill in gaps in the
current Pride of New York.
This legislation will expand the current program to allow horticulture
dealers selling horticulture products produced in New York state
access to promotional materials, thus increasing their exposure to
Horticulture dealers are eligible for membership of no less than 25%
of the items sold are New York products. Members will receive Grow;
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 for each Grow; Pride of New
York designated dealers, and a description of their business.
Additionally, designated businesses will be included in advertisements
as the Department of Agriculture and Market sees fit.
To become a member, dealers must submit an application to the
Department. This will include what New York horticulture products they
grow and sell, the names of the products from whom they purchase, and
a one sentence description of the products offered.
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. Grow: Pride of New
York will shine a light on those dealers locally sourcing, and help
drive consumers to their doors. Grow: Pride of New York will encourage
more dealers to use local products, thus increasing the demand for
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.