We feel strongly that fresh produce marketing is an area on which we should cooperate, not compete, in order to raise fresh produce consumption and, as a result, benefit us all. Therefore, we’re constantly monitoring the airwaves and World Wide Web for examples of excellent FRESH messaging that we regularly highlight on The Core. And even though we’re used to experiencing terrific, FRESH-focused content, the example below left us especially jazzed.

This commercial caught my eye/ear last weekend when I was passively tuned in to a show that I’d hoped would make me a better woodworker (to be determined). I was hooked from the very first apple orchard panorama, and then surprised to see that there wasn’t a big brand food company (or, even better, a grower) behind it. Instead, this exquisitely-produced FRESH story is backed by Pure Michigan, an arm of the state’s economic development corporation (basically, their tourism board).

First of all, we couldn’t agree more that agriculture and, specifically, the picturesque orchards, fields and farms, should be a jewel in Michigan’s crown of tourist attractions – and in many other states, as well. Michigan views their contributions to feeding Americans and to the fresh produce industry as something vacation-worthy and has crafted them into differentiators among other tourist attractions such as amusement parks, sports venues and gigantic shopping malls. Even with countless other natural attractions throughout the state, the farms of Michigan more than hold their own.

And we’d like to thank Pure Michigan for showcasing our industry in such a flattering light. They’ve managed to capture and convey so many positive characteristics of our FRESH products, beyond just the basics of taste and smell. Fresh produce in Michigan, it seems, is a feeling, a special occasion that we should all be lucky enough to experience. This commercial has definitely inspired us and, we believe, will make a lasting impression on all fresh produce marketers. Kudos to Pure Michigan for promoting one of the purest joys we know of!