This document proposes creating an umbrella brand called "NurtureME" to promote Maine-grown and produced food. It argues that a state-local food brand could make the current unsustainable food system more sustainable by strengthening Maine's reputation as a source of high-quality food. The brand would depend on involvement from farmers, agricultural organizations, and consumers to define standards and values, determine logistics, and promote the advantages of a strong local food culture through research, marketing, and social media. The goal is to position Maine as a quality food producer and obtain grant funding to support the brand's development.

1. NurtureME
An Umbrella Brand for
Maine Grown and Produced Food
Jennifer Hartung
MA Brand Development

2. Why this Brand &
How it’s going to be Successful
! " The current food production system is
unsustainable, and changing to a state-locally
based system is a solution.
! " A Maine brand is dependent on Maine being
viewed as a “quality food” state.
! " Maine is an ideal state in which to create a
state-local brand because of its natural image.

3. THE CURRENT STATE
Argues we eat Questions the Finds a
“Edible Foodlike benefits of solution
Substances” globalization

4. What is a Brand?
!" A signal to aid choice and make something
memorable.
!" A way to distinguish this from that.
!" A signal that tells something about the product.
!" A symbol of both the tangible and intangible assets
of the company.
!" A product s “essence.”

5. Quality Marks Around the World
ITALY SWITZERLAND GREECE
GERMANY MEXICO INDIA

6. U.S. Food Map

7. Why Maine/U.S. Could Use Strengthening
of the Food Culture
! " Power of differentiation = Quality associations
! " High quality associations lead to better image
! " Better image leads to more respect
! " More respect leads to higher sales
! " Higher sales lead to cleaner environment and
healthier people.

8. Current Maine Food Specialties
Lobster Potatoes Blueberries
Dairy Maple Syrup Apples

9. Maine – An Ideal State in Which to
Create a Brand Based on a
Quality Food Culture
! " Maine has an image of untouched, natural
beauty
! " The slogan for Oakhurst is “The Natural
Goodness of Maine”
! " Need to build on this image in the creation of a
sustainable, local brand

12. Research Aims
1." Define a set of Standards and Values for a
brand with an ethical agenda.
2." Figure out Logistics - Pinpoint who needs to
be involved and how the brand will be
created/distributed.
3." Show the advantages of a strong food culture.

13. 1. Define a set of Standards and Values
for a brand with an ethical agenda.
Why?
! " To prove why we need a sustainable Maine
brand.
How?
! " Secondary Research Books, Articles, & Movies

14. 2. Figure out Logistics - Pinpoint who
needs to be involved and how the
brand will be created/distributed.
Why?
! " The creation of a brand depends on the
networking of numerous parties.
How?
! " Primary Research Interviewing Farmers, People
in Agricultural Organizations, and Consumers.

15. 3. Show the advantages of a strong food
culture.
Why?
! " Creating a Maine State brand requires federal grant
money.
! " In order to obtain federal grant money, one must
demonstrate federal benefits.
How?
! " Using quantitative data to illustrate advantages.
–" Poster Marketing campaign
–" Grassroots social media

16. Conclusion
! " Successful local-state brand dependent on the
network of people involved & the promotion of
Maine as a quality food-producing state.
! " It is my hope that by creating a successful,
sustainable, local-state brand other states will
follow.