New York Wine & GrapeThe Wine Press

22

Feb

New York Wine & Grape Foundation Awarded USDA Agricultural Trade Promotion Program Funding

For Immediate Release

CONTACT INFORMATION:

New York Wine & Grape Foundation

Communications Manager: Julie Purpura Hosbach

p. 1 (585) 394-3620

e. juliehosbach@nywgf.org

 

New York Wine & Grape Foundation Awarded USDA Agricultural Trade Promotion Program Funding

Canandaigua NY, February 22nd, 2019 – The New York Wine & Grape Foundation has is pleased to announce the successful procurement of $371,000 in Agricultural Trade Promotion Funding to be used in a collaborative “U.S. Wines” marketing initiative in Ontario, Canada.

The U.S. Secretary of Agriculture Sonny Perdue recently announced that the U.S. Department of Agriculture (USDA) has awarded $200 million to 57 organizations through the Agricultural Trade Promotion Program (ATP) to help U.S. farmers and ranchers identify and access new export markets.

The ATP is one of three USDA programs created to mitigate the effects of unjustified trade retaliation against U.S. farmers and exporters. All sectors of U.S. agriculture, including fish and forest product producers, were eligible to apply for cost-share assistance under the ATP. 

Sam Filler, Executive Director of the New York Wine & Grape Foundation said, “The additional funding through ATP to augment the marketing activities of US Wines in Canada will help us build a stronger partnership with the LCBO, SQA, and Canadian Wine Consumers.

Robert Ketchin, of Ketchin Marketing, a consulting partner of the New York Wine & Grape Foundation based in Ontario, noted that “Timing is everything! As the Ontario market moves from a single monopoly to a more open market we believe over the next five years that this will be a timely opportunity for winery members of New York Wine & Grape Foundation (NYWGF) to work together collectively and partnership with the Liquor Control Board of Ontario  The objective is to invest funds to develop the New York category and premium wine sales in Ontario through LCBO Vintages releases, sales in the USA Destination Collection store and sales through the LCBO on-line e-commerce promotion programs. The most important component to a successful strategy will be to build strong working relationship with the key stakeholders which include Import Agents, LCBO Category Managers plus high-profile Licensees (fine wine on trade), and key influencers such as Sommeliers, Wine Media and Wine Educators.

Scott Osborn, President and Co-owner of Fox Run Vineyards, commented, “As a long-time participant in the New York Wine & Grape Foundation’s export program, I’ve found that if more New York wines are available in a particular market there will be more interest and sales generated overall. This ATP grant will enable the Foundation to more effectively market New York wines in Ontario, convincing the LCBO to purchase New York wines and promote their closest wine producing neighbor.”

 

About the New York Wine & Grape Foundation (NYWGF) The New York Wine & Grape Foundation promotes the world-class image of New York grapes and wines from the state’s diverse regions to responsibly benefit farmers, producers and consumers through innovative marketing, research, communication, and advocacy. Learn more at www.newyorkwines.org