FRANKFORT, Ky. – Appalachia Proud was launched in 2014 under the Kentucky Proud umbrella to market agricultural products from Eastern Kentucky and encourage agricultural development and education in the region. Appalachia Proud is currently serving nearly 2,400 agrarian businesses across the Appalachian region of the state.

Kentucky Proud is a regional brand “that celebrates the innovation and entrepreneurial spirit of the Appalachian region while at the same time honoring its traditions.” The brand uses a unique logo that identifies a product from the designated Appalachia region.

In response to the coronavirus and government-mandated shutdowns, which stressed restaurants and farmers throughout the Commonwealth, one form of government support was rebranding the Appalachia Proud logo. “In October of 2020, agriculture commissioner, Dr. Ryan Quarles announced a new logo for the Appalachia Proud brand,” Chad Smith, director of promotion and development for the Kentucky Department of Agriculture, said. “The new logo is part of the department’s efforts to improve the brand, while also paying homage to the landscape and spirit of the Appalachian region.”

Appalachia Proud was inspired following two years of traveling across Eastern Kentucky and having dialogs with farmers, agribusiness owners and other local business leaders throughout the state’s Appalachia region. “Kentucky agriculture commissioner at the time, James Comer, felt the need to create a designation specific to the region,” Smith said. “Working with Kentucky Department of Agriculture staff, Commissioner Comer produced a creative marketing strategy to battle inaccurate stereotypes, highlight success stories in the region, and grow the agriculture economy.”

Initially, the marketing brand was designated for 37 counties. However, in 2019, the Kentucky Department of Agriculture approved 17 additional counties to use the Appalachia Proud logo on labels and marketing materials. “The expansion of the brand to 54 counties conformed to the definition of the region adopted by Shaping Our Appalachian Region (SOAR), a nonprofit advocacy group, and the Appalachian Regional Commission (ARC), an economic development partnership entity of the federal government and 13 state governments,” Smith said.

Many restaurants, food service businesses, and local farms have benefited from the marketing strategy, which includes increased visibility, focused marketing campaigns, and support from the Kentucky Department of Agriculture.

“Since launching Appalachia Proud, we’ve witnessed previously underserved businesses utilize the designation to help expand their products in retail and direct-to-consumer sales,” Smith said. “New local farmers’ markets have been established throughout Eastern Kentucky, providing fresh food to residents that previously had fewer options than those located in more densely populated areas of the state.”

Kentucky’s Appalachian tradition is long and storied. “Having the ability to build a brand centered around this unique geographical location has proven instrumental in highlighting both the heritage and the recent innovations of Appalachia,” Smith said.

Smith added, “The local food movement has continued to take hold in Eastern Kentucky with restaurants in cities like Corbin and Pikeville focusing on utilizing fresh ingredients sourced from Appalachian. Creating Appalachia Proud as a unique designation has also allowed Kentucky Proud to promote members through marketing initiatives and event sponsorships.”

Kentucky’s Department of Agriculture continues to innovate and devise healthy and sustainable programs. “We’re working to encourage all colleges and universities in the region to join our Farm to Campus Program,” Smith said. “The program provides healthier, and more sustainable options for students. It also encourages students and staff at universities to buy local, which is always good for the economy.”

The Farm to School Program is making efforts to increase the number of participating schools. “Like Farm to Campus for colleges and universities, the Farm to School Program helps provide fresh, high-quality, locally-grown produce to promote healthy eating for elementary, middle, and high schools in Kentucky,” Smith said. “This program provides an excellent opportunity to develop a new market for Kentucky Farmers while encouraging the youngest Kentuckians to recognize the benefits of local food.”