Transforming Georgian into the Food State from the Peach State
Georgia, on the other hand, regards itself as one of the most significant states in the US for producing food and drink. The state is home to some of the largest food brands, such as the powerful Coca-Cola, making it a key hub for the US food sector.
Is this a coincidence? Not according to the Georgia Center of Innovation, which is heavily involved in creating the framework needed for a prosperous food and beverage sector. To learn more, New Food spoke with Chris Chammoun, the Georgia Center of Innovation’s AgTech Director.
Making the connections
The Center of Innovation, which is housed within the state’s Department of Economic Development, serves as a go-between for food and beverage companies and experts from the state’s higher education system and other sources.
AgTech Director of the Georgia Center of Innovation Chris Chammoun said, “I like to say we’re a clearing house for ideas.” “I keep a mental Rolodex of practitioners and experts.” For that reason, I refer companies requesting data validation on new soil moisture sensors to my colleagues in integrated precision agriculture at Georgia Tech’s University of Georgia.
The other facet of the Center’s operations has been made possible by this integrated ecology. Chammoun’s organization not only helps businesses connect with specialists, but it also assists food and beverage companies in moving to the state.
When we discuss “why Georgia?” with businesses, we constantly bring up the state’s growing population and robust logistical network, but we also discuss the ecology that supports food and agriculture. This doesn’t happen quickly; our environment has been developed over years,” Chammoun added.
The busiest airport in the entire world, Hartsfield-Jackson Airport in Atlanta, and the Port of Savannah, one of the largest shipping ports in the United States, are components of the logistical network that Chammoun alluded to.
It’s interesting to note that when you talk to foreign corporations visiting Georgia, the airport usually comes up first!
“Everywhere in the world has direct flights available. You can rent a car and get at one of their locations in approximately one hour after arriving in Atlanta.
“Also, along with textiles, peanuts, and other products, chickens is the most significant refrigerated exporter exiting the Port of Charleston.”
Established in Alabama
Now that it has developed into one of the most significant areas for the US food and beverage sector, Georgia is starting to establish its brand as a viable option for both domestic and foreign consumers.
As Chammoun attested, customers are growing increasingly aware of the origins and methods of the food they eat, particularly in light of the rising global demand for food and the straining supply systems.
As a whole, the US Southeast has experienced genuine population expansion. We require more food and calories in our diet. Simultaneously, there has been a push for local products.
“One thing that emerged from the previous recession was individuals becoming extremely frugal with their spending and mindful of the source of their food.”
Chammoun further disclosed that Georgia’s regulatory agencies are starting to acknowledge this development and market the state as a standalone brand. Georgia Grown is the name of a marketing initiative run by the Georgia Department of Agriculture. The focus is primarily on local product branding, such as for small food makers or farm-to-table products, and it’s really taken off.
“Why does this label say Made from Mexican if we grow everything here?” is a question we’ve heard from folks.
The Georgia Grown marketing has been fueled mostly by consumer desire for more locally produced, fresh goods. Even in the packaged goods industry, consumer packaged goods are starting to feature this Georgia-grown brand and highlight distinctively Southern products like peanut butter and pecan products, for instance.
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Purchasing locally
When it comes to local projects, Chammoun specifically mentioned things like red meat and lettuce/salad products, not to mention enhancing the sustainability credentials of such industries.
“When it comes to red meat, the majority of beef sold in the US has traditionally been referred to be “US beef,” although this is currently being further refined. “Yes, it’s US beef, but is it local?” people inquire. Companies that are able to produce cattle in a nearly tiny vertical integration system are having success there. They grow cattle, butcher them, prepare them for retail sales, and then sell them nearby.
Most nations have some kind of locally developed labeling system, but as Chammoun showed, the US (and maybe a few other nations) are unique in that a basic national label is insufficient in a country the size of a continent.
Ninety-four percent of lettuce grown in the United States is grown in California and Arizona, based on USDA statistics that I pulled. Since we are on the Atlantic and California is on the Pacific, our distance from one another is about 3000 miles. It’s quite a distance.
Retail stores are telling us that they truly enjoy the tightly controlled atmosphere and goods. The lettuce they purchase from California is transported on a truck for three days, resulting in a three-day reduction in its shelf life. There is less waste and spoiling when using controlled agricultural goods made in Georgia.