Abstract
"SELLING TEXAS," an overview of the Texas Department of Agriculture and its Marketing and Agribusiness Division, takes a look at how the organization promotes Texas as the best of the best, and considers what would make the campaign better. Enriched by abundant resources and industrious people, Texas is a modem worldwide leader in the export of many raw and processed agricultural products ... Your market is our market ... Supply, quality and diversity--that's Texas agriculture" (TDA, 1996a). The Texas Department of Agriculture's Marketing and Agribusiness Development Division has a unique opportunity to encourage businesses to locate in Texas (and thereby boost the Texas economy) as a result of the State's mystique. For instance, the number of brand names including "Texas" places it in the top five-among other U.S. states in terms of popularity as an advertising tool. "Savor all the flavors of Texas ... Bred to survive and flourish in the unique Texas climate ... The vast ranges and fertile soils of Texas produce the world's finest fibers..." (TDA, 1996c). The division's BLJY TEXAS cwnpaign also promotes Texas products to its residents with whom Texas pride and loyalty are an arguable second only to American patriotism. The BUY TEXAS initiative is an umbrella consumer marketing effort that "encourages ocnsumers to seek and purchase products grown, sewn, and processed in Texas" (Marketing and Agribusiness Development, 1996) including Taste of Texas foods, Vintage Texas wines, TEXAS GROAN plants, and Naturally TEXAS apparel.
Cross, Kelly D. (1997). Selling Texas: an internship at the Texas Department of Agriculture. Master's thesis, Texas A&M University. Available electronically from
https : / /hdl .handle .net /1969 .1 /ETD -TAMU -1997 -THESIS -C75.