Horticulture, New Jersey’s leading agricultural sector, represents almost 40 percent of the state’s agricultural production with more than $327 million in cash receipts.

The 2003 strategies greatly expanded the television advertising of New Jersey horticultural products through the “Jersey Fresh” marketing program and saw the development of the “Jersey Grown” quality-grading program along with an upgraded retail nursery and garden center listing on the Jersey Fresh website.

To increase demand for New Jersey nursery stock, the New Jersey Department of Agriculture is continuing to expand the “Jersey Fresh” marketing program to include more horticultural crops. In addition to cut flowers the Department is currently seeking to expand the “Jersey Fresh” quality inspection program to a wider range of horticultural products.

The Department will continue to inspect and certify nurseries, enabling growers to sell certified disease-free material in and out of state, and conduct seed certification and seed control testing programs to ensure high quality turf grass seed for New Jersey sod growers.

In 2004 the Department’s horticultural economic development strategies will be focusing on implementing the “Jersey Grown” quality grading program and expanding promotion of the industry through the “Jersey Fresh” program improving, the horticultural presence on Department website, and continuing inspections for harmful pests, and certifying seed.

2.1 Ensure Plant Health

19) STRATEGY – Work to have a comprehensive approach to ensuring plant health. The following methods to be employed include:
- Continue inspections for harmful pests and disease.
- Seek ways to increase use of beneficial insects.
- Inspect and certify nurseries, enabling growers to sell certified disease-free material in and out of state.
- Conduct seed certification and seed control testing programs to ensure high quality turf grass seed for New Jersey sod growers.
- Encourage the New Jersey Agricultural Experiment Station to continue its research in identifying new varieties of agricultural products resistant to pests, diseases and new plant introductions.
- Identify and develop new methods of pest control.

20) STRATEGY- Work with the Nursery and Landscape Industry, the NJ Dept. of Environmental Protection, and the Department’s Agricultural Water Working Group prior to future drought emergencies, to develop drought emergency water use restrictions. Work toward establishing a drought emergency protocol for implementation of predictable, effective and sound restrictions for future emergencies.

2.2 Increase Consumer Awareness

21) STRATEGY - Continue work to establish a “Jersey Grown” brand name to enable the industry to benefit from a common trademark identifying locally produced products.
- Work with independent garden centers and nurseries to strengthen their efforts to promote “Jersey Grown” products through the use of point of sale advertising such as product stickers, labels, tags and signage.
- Continue to include horticultural crops in the “Jersey Fresh” marketing program.
- Maintain the retail nurseries and garden center listings on the “Jersey Fresh” website and add a listing of links to area horticultural display gardens.
- Continue seasonal marketing programs, such as “Fall is for Planting.”

22) STRATEGY - Develop fact sheets and/or articles of interest to educate and inform consumers about the availability, variety and use of “Jersey Grown” horticultural products. Work with the New Jersey Nursery and Landscape Association to distribute fact sheets and horticultural articles of interest.

23) STRATEGY –Work with the State Board of Agriculture to seek adoption of “Jersey Grown” quality standards for horticultural crops other than nursery. The proposed Administrative Law 2:7 1-7 is scheduled to be published for comments in February 2004.

2.3 Improve State and Public Contract Requirements

24) STRATEGY- Encourage state agencies, including the Department of Transportation, through its highway planting program, and the Department of Environmental Protection, through its forestry program, to use New Jersey produced products whenever possible and ensure that all products meet the pest free standards of the New Jersey Nursery Law and satisfy the quality standards set by the Jersey Grown Rule as established by the Department.

25) STRATEGY - Lead in the use of Jersey produced plant material in bioengineering and cost share projects supported by the Soil Conservation Service.

26) STRATEGY - Explore the feasibility of creating a program to recognize outstanding uses of “Jersey Grown” nursery material grown and used in the state. A comprehensive award program that promotes both growers and end users of “Jersey Grown” nursery products will create increased awareness of the ornamental horticulture industry in the state.