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.