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by Seth Teter

Ohio Farm Bureau Federation is taking another step to forge a partnership between farmers and consumers by offering a new marketing opportunity for retail agricultural businesses.

The Buying Local Directory listed on the Our Ohio Web site, www.OurOhio.org, provides consumers with information about local agricultural businesses such as farm markets, U-pick operations, Christmas tree farms, wineries and retail greenhouses. The directory also lists events that provide opportunities for farmers and consumers to interact such as festivals showcasing specific agricultural products or Ohio's rural heritage.

"This is a new tangible benefit that Farm Bureau has never offered before," said OFBF Director of Labor Services John Wargowsky, who is coordinating the outreach efforts with the directory. He said the listings will benefit farmers through increased market exposure while encouraging consumers to build a relationship with Ohio's agricultural industry by buying local products.

The service features an online interactive map enabling consumers to search for local agricultural businesses and events by clicking on their county. Information about what's in season and county facts also are provided.

The directory is part of the Our Ohio brand, which consists of a magazine, Web site and public television series. The brand is being heavily promoted through advertising and the television show.

Pat Petzel, OFBF director of consumer communications, said the Our Ohio brand is centered on delivering information to consumers.

"For the communication process to be complete, consumers need to be asked to take action. With the Buying Local Directory, consumers have an opportunity to act on that information," she said.

Petzel added that the other components of the Our Ohio communication efforts will provide media exposure to the Buying Local Directory.

"The magazine goes out to 225,000 members. The TV show is statewide in reach. And both of those work to drive traffic to the Web site," she said.

All directory participants must be OFBF members in good standing. In addition, the business must be operated by the producer of the agricultural or horticultural products that are being sold directly to the consumer. The business may also provide agriculture-related entertainment programming such as hayrides and corn mazes and may sell products in addition to those they produce. Products may be processed or unprocessed.

Buying Local Directory enrollment forms are available at county Farm Bureau offices or can be submitted electronically by visiting www.OurOhio.org and clicking on "Counties" then "About the Map."