REPORT TITLE:
"Island Fresh" Campaign


DESCRIPTION:
Expands the "Island Fresh" campaign by requiring the department
of agriculture to explore the possibility of establishing a
similar international campaign.  Requires the department to start
a promotional program with the private sector.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
                                            937         
HOUSE OF REPRESENTATIVES                H.B. NO.           
TWENTIETH LEGISLATURE, 1999                                
STATE OF HAWAII                                            
                                                             
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                   A  BILL  FOR  AN  ACT

RELATING TO THE DEPARTMENT OF AGRICULTURE.



BE IT ENACTED BY THE LEGISLATURE OF THE STATE OF HAWAII:

 1      SECTION 1.  The department of agriculture shall explore the
 
 2 feasibility of expanding its "Island Fresh" campaign to encompass
 
 3 national and international export markets and shall develop and
 
 4 initiate a program with the private sector to promote the
 
 5 expanded campaign, including advertisements, promotions, and
 
 6 other methods designed to make consumers more aware, informed,
 
 7 and educated about the variety and benefits of Hawaii's
 
 8 agricultural products.
 
 9      The department of agriculture may consider amending the name
 
10 of the promotion from "Island Fresh" to another title as it deems
 
11 appropriate; provided that due consideration shall be given to
 
12 current participants':
 
13      (1)  Capital investment in the "Island Fresh" campaign and
 
14           the economic ramifications of altering the name of the
 
15           promotional campaign to these current participants; and
 
16      (2)  Inventory of "Island Fresh" logo packaging and
 
17           marketing units prior to any such change in program
 
18           name.
 
19      SECTION 2.  The department of agriculture shall submit a
 

 
Page 2                                         937         
                                     H.B. NO.           
                                                        
                                                        

 
 1 report of its findings and recommendations to the legislature at
 
 2 least twenty days prior to the convening of the 2000 regular
 
 3 session.  The report shall include but not be limited to:
 
 4      (1)  The cost of expanding the program;
 
 5      (2)  How the expansion could be implemented with minimal
 
 6           detrimental economic impact on current participants;
 
 7      (3)  The timeframe in which the expanded program could be
 
 8           implemented; and
 
 9      (4)  Any necessary draft legislation to implement the
 
10           department's recommendations.
 
11      SECTION 3.  This Act shall take effect upon its approval.
 
12 
 
13                           INTRODUCED BY:  _______________________