AUBURN UNIVERSITY, Ala. — Sweet Grown Alabama Day is July 25, a day celebrating the people who keep agriculture moving in the state. From fresh produce to meat and seafood, Alabama farmers have plenty to offer year-round.

“Sweet Grown Alabama Day is one day out of 365 where we strongly encourage consumers to shop with local farmers,” said Sweet Grown Alabama Director Ellie Watson. “However, we hope Alabamians consider shopping for Sweet Grown Alabama products all year and making it part of their lifestyle.”

To celebrate the day, people can visit a local farmers market or try a new recipe with Alabama-sourced ingredients. They can take their celebration even further by visiting a Sweet Grown Alabama farm or business.

The Consumer’s Choice

Consumers play a major role in the movement of the agricultural industry. Their choice matters when it comes to local farmers and their products.

There have been several studies that show consumers enjoy supporting locally grown products and how that can benefit farmers. One specific study conducted by researchers from Alabama Extension, Auburn University and the Alabama Agricultural Experiment Station explored the consumer’s willingness to buy sweet potatoes with the Sweet Grown Alabama label.

“Participants from several of our studies mention that they seek out Alabama-grown products when they purchase food or beverages,” said Wendiam Sawadgo, an Alabama Extension agricultural economist at Auburn University. “We generally find that consumers’ biggest reason for purchasing local foods is to support our local farmers.”

Buying the Brand

The branding of Sweet Grown Alabama on products is an easy visual for people to look for when they shop. However, there is more to it than just the desire to buy local. Sawadgo said their study showed that people are actually willing to pay more for these products.

“This study showed that 50% of those surveyed who are willing to pay more for Sweet Grown Alabama sweet potatoes do so to support local farmers,” Sawadgo said. “People are also willing to pay $1.01 more for Sweet-Grow-Alabama-branded sweet potatoes than Alabama sweet potatoes without the brand.” 

Watson, who worked alongside Sawadgo and the research team, said these results highlight the importance of branding to Alabama farmers.

“Many farmers have been writing ‘Alabama grown’ on a slip of paper at their farmers market booths for years,” Watson said. “However, knowing that consumers are willing to pay more for the exact same product when it is labeled with the Sweet Grown Alabama logo allows farmers to take advantage of our branding and maximize their price premium.”

For more about this study, visit the Alabama Extension website at aces.edu.

Choices That Matter

Buying local makes a difference for Alabama agriculture. Whether it is produce, meats, honey, seafood or even sod, Waston encourages people to seek out local farmers and fishermen to purchase their products.

“If Alabama farmers have support from consumers, they will be able to continue growing and making high-quality, affordable products for our families,” Watson said. “Sweet Grown Alabama farmers want to pass their farms along to their children one day. Keeping dollars invested in these local businesses is a way to ensure Alabama farmland remains productive for generations.”

For more information about Sweet Grown Alabama Day, visit sweetgrownalabama.org. More information on farmers markets and other agricultural topics is available at aces.edu.