The Connecticut Department of Agriculture’s “CT Grown” program promotes locally developed agriculture projects. To help elevate awareness, we targeted consumers, businesses and municipal school systems to create visibility in the news media. Messaging focused on the positive economic, environmental and public health impacts of purchasing Connecticut grown products. We secured media coverage for various CT Grown programs and engaged representatives from Connecticut’s agricultural industry to serve as spokespeople, fostering a closer working relationship between the Department of Agriculture and local agricultural businesses. Not only did local agribusinesses see sales increases, there was a growing “buzz” about the quality and availability of CT Grown products.