New mark brands Skagit Valley agriculture as 'Genuine'

Through cooperation between local agricultural businesses, a new approach to marketing hopes to live up to its promise of being “locally grown, globally known.”

Genuine Skagit Valley, rolled out during February’s Agriculture Summit by The Port of Skagit Executive Director Patsy Martin, is a federal certification mark that almost 25 Valley companies have purchased to date. Boldly Grown Farm, Blanchard Mountain Farm, Bow Hill Blueberries, Samish Bay Cheese, Skagit Valley Malting and the La Conner Weekly News have decided to make the mark a part of their brands.

Genuine Skagit Valley staff encourage use of the mark on labels and packaging, store displays and social media. The branding strategy was developed by the Port’s Innovative Partnership Zone, which focuses on boosting the local agricultural economy.

The organization is actively recruiting members to gain the momentum needed to expand outreach. According to Genuine Skagit Valley’s membership information, “GSV’s robust promotions and outreach program maximizes member exposure as it grows local, regional, and ultimately worldwide recognition of Skagit Valley terroir and ethos.”

Amy Frye owns Boldly Grown Farm with her husband Jacob Slosberg. They are farming 12 acres on SR 20 west of Avon Allen Road. They are new members of Genuine Skagit Valley. “The goal of the program is to raise awareness of products in the Skagit Valley.” Agriculture products from the Valley are not well known – identified as such – outside the region, she said. “A rising tide raises all ships. There’s something about banding together and supporting each other.”

They primarily wholesale their harvests of winter vegetables, she said. She sees the value of using the mark for selling retail, which they are doing through New Seasons Market in Portland. They plan to put the seal on their website and Instagram to give Genuine Skagit Valley more exposure.

Members planning to push the mark through their respective platforms, include Dave Green, president and CEO of Skagit Valley Malting. He also sits on the Board of the Innovative Partnership Zone. “It was a really easy decision for us [Skagit Valley Malting] to support it,” said Green. “It is absolutely what we’re all about.” He wonders: “Can we create a Napa Valley of the north? Maybe we could.”

Blake Vanfield, GSV marketing coordinator, says the biggest surprise for Skagit agriculture producers is learning “that 50% of Puget Sound resident cannot name one food or ag product grown or made in the Skagit Valley.” The most named product in a region growing 90 crops annually: tulips. Clearly, an organized marketing campaign can increase the “awareness of the diverse and incredible products that come from here,” Vanfield said.

She’s spreading that message to everyone: Generational farms, new farmers, small and large scale food producers, processors and distributors. Ranchers and restaurants, too, the latter to better tell their farm-to-table stories to customers.

Fifty members is this first year’s goal. A “Founding Members” drive honors those farms and businesses who are early joiners. Benefits include additional promotion and yearly recognition for being a founding member.

The La Conner Weekly News joined in March. “A weekly newspaper was one of the first businesses planted in the Skagit Valley in the 1870s,” noted publisher Ken Stern. “We cover the local food economy and proudly display the Genuine Skagit Valley mark. I hope all businesses touching food, raw or cooked, see the benefits and join.”