Agency of Agriculture Seeks Proposals to Revamp Seal Program
August 22, 2010
The Vermont Seal of Quality Program was approved in statute in 1976 and the Seal of Quality has been used in commerce since 1982. In 1982, standards were established for 14 categories and more than 200 producers were authorized to use the mark. There were also concerns voiced at this time from the Attorney Generals Office on being able to maintain the integrity of the Seal of Quality and the potential for lawsuits if a product adorned with the VT Seal of Quality caused harm to a consumer. In 2000, then Commissioner Graves proposed expanding the Seal of Quality program to include 4 different seals: Commissioner's Choice, Agricultural Partner, Value-added product and Farm Heritage Partner. In 2002, the 4 seal program was ended and the Agency returned to the use of one seal and updated to include Agency of Ag instead of Department of Ag. The Agency of Ag has been tasked with promoting agricultural commodities as being of high quality, plus their easy recognition by consumers, with emphasis on the seal of quality program and its identification of Vermont food products as safe and wholesome.
During the 2010 Legislative Session, the Legislature required that the Vermont Agency of Agriculture provide a strategic plan for the Seal of Quality Program on January 15, 2011.
The Vermont Seal of Quality program is in need of review and updating to meet current marketing conditions. This RFP request the applicant to think outside of the box to redesign this perennial program. There are many types of marketing programs in various states, foreign countries and regional Canadian provinces that have similarities to the Seal of Quality program. How should the Vermont Seal of Quality program incorporate attributes from these programs? Can the program be made stronger by implementing attributes from other programs? How can these things be achieved and still maintain a program that is affordable for all types and sizes of producers?
