This five-month Specialty Crop “Buy Local” consumer education campaign was rooted in the creative theme, What’s Fresh, a messaging platform designed to educate consumers about the benefits of buying fresh, local produce from nearby farmer’s markets, farm stands or pick-your-own farms. The What’s Fresh messaging platform served as the foundation for creative and messaging throughout an integrated marketing mix of media relations, social media management, radio, print and digital outlets in the Catskills region. While full program results were not reported, immediately the program resulted in a 500% increase in web traffic for the campaign timeframe.