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The purpose of this Golden LEAF grant is to bring together for the first time all North Carolina producer and food manufacturer groups in a single promotional effort under the North Carolina Department of Agriculture’s ‘Got to Be NC’ program. The ‘Got to Be NC’ marketing initiative aims to dramatically increase the consumption of North Carolina commodity and manufactured food and beverage products nationwide and in Canada, by targeting product promotions at grocer retailers and food service distributors, major retail supercenters (Target,WalMart) and restaurants. Activities of the project include targeted marketing of North Carolina products at grocery retailers and food service distributors, retail supercenters, and restaurants. North Carolina wines and grapes shall be included in the marketing efforts.