Heritage Acres, Missouri Pride Labels Make Official Debut

On March 14, 2003 Heritage Acres Pork and the Missouri Pride seal made their official debut in AWG grocery stores throughout southern Missouri. Heritage Acres is the brand developed by the Missouri Farmers Union Family Farm Opportunity Center to promote Ozark Mountain Pork, the pork co-op with processing facilities in Mountain View.

The Missouri Pride seal is less familiar to MFU members, but may become an important marketing tool for them and the co-ops they form. The Missouri Pride mark is an identification label that is used along with a product’s own brand label, and alerts consumers that the product was produced in Missouri and is marketed with the assurance of quality and value. Slogans that may be tied to the label include:

• Support Missouri Agriculture
• Help Promote Missouri's Economy
• Made and Sold by your Neighbors
• Keep Your Dollars in Missouri

In a time when national chains lean more and more toward global production and marketing, the Missouri pride label will provide an opportunity for small, independent retailers to set themselves apart by offering local products to local consumers.

John Morrison, director of the Missouri Grocers Association, introduced the label at the March 14 event. “Our members are always looking for the finest quality products available because they know their customers expect the best,” he said. “Heritage Acres products are the first to have the Missouri Pride Seal of Quality.”

While the Missouri Pride label is in its testing phase, its impact is being tracked by a committee with representatives from agriculture, academia, the Missouri Department of Agriculture, as well as advertising/marketing, distribution and retailing groups. Once successful, additional products produced in Missouri will be welcome to apply for its use.

Photo caption: Products such as these from Ozark Mountain Pork boast Heritage Acres brand and MO Pride label, and are available at a variety of grocery stores across Missouri.