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When it comes to Christmas expositions, few compare to the Southern Christmas Show at Charlotte, N.C., held November 11-22. Housed at “The Park,” formerly the Charlotte Merchandise Mart, the event features 224,000 sq. ft. of Christmas gifts, decorations and assorted holiday paraphernalia.
The first stop for many shoppers? The West Virginia Country Store, sponsored by the West Virginia Department of Agriculture (WVDA) and West Virginia Division of Tourism.
Commissioner of Agriculture Gus R. Douglass said the exposition is a great opportunity to market West Virginia and its food products.
“Every year there are shoppers who make the West Virginia Country Store their first stop,” said Commissioner Douglass. “They know from past experiences that they’ll find great products for holiday gift-giving and that there will be a new West Virginia producer giving out samples for the public to try.”
New West Virginia producers at the 2009 show include Good Golly Miss Molly’s Salsa and Chico’s Restaurante. Other returning producers include Three Little Pigs, Mountain State Honey, Up The Creek, Crazy Baker, Mountain Diamond Longhorn, Uncle Bunk’s, Red Roof Farm, Bluegrass BBQ, WV Fruit and Berry, Biselli Pasta and Miss Mona’s.
WVDA Marketing Specialist Cindy Martel also noted that several other attractions will take place at the Country Store during the event.
West Virginia children’s author Mary Jane Romig will sign copies of her book, Grandfather’s Garden, which is intended to encourage parents to read to their children and includes healthy, easy-to-make recipes. Martel said that the first 150 customers in the West Virginia store each day will receive one of a variety of WVDA cookbooks.
She also noted that the WVDA will feature photos of Christmas trees grown by Eric and Gloria Sundback of Shepherdstown. As winners of the 2009 National Christmas Tree Association’s (NCTA) national tree contest, the Sundbacks will provide the First Family with the official White House Christmas tree – the fourth time the couple has had the honor. President Reagan had two Sundback trees; President Carter had one. No other producer has ever grown the White House tree more than twice.
However, the biggest attractions are public tasting sessions. WVDA Marketing and Development Director Jean Smith said samplings are a sure-fire way to generate sales.
“If we can get them to try a product in the store, they’re much more likely to make a purchase,” Smith said. “That’s why we encourage our producers to invest some time in this activity.”
Fred Lockard, owner of Up The Creek Mustard in Montgomery, is a past participant at the show. A veteran of several food shows, he said he was unprepared for the scope of the Charlotte event.
“[WVDA Marketing Specialist] Cindy Martel told me it was busy, but I guess I had no concept of what that really meant,” said Lockard. “Our hot dog chili sauce sold so well that we had to take six more cases [to Charleston] to be delivered down there.”
Bluegrass BBQ owner Jim Gilbert of Summersville had a similar experience.
“I was blown away by the Show – it’s absolutely awesome, and the Department of Ag people do a bang-up job,” he said. “In two days of sampling, we sold more than 200 bottles. If I hadn’t decided to put 10 more cases in the car before I left, we would have run out on the first day.”
Gilbert also praised the WVDA for its assistance in getting his products packaged, labeled and on store shelves in West Virginia and elsewhere.
Lockard, a veteran specialty foods producer, was surprised that entrepreneurs from other states have not had the same experience.
“There’s a tremendous amount of things they [WVDA] do that you just take for granted – that gives you a real appreciation for what you’ve got,” Lockard continued. “As a business person and lifelong West Virginia resident, I’m thankful for that.”
The West Virginia Department of Agriculture protects plant, animal and human health through a variety of scientific, regulatory and consumer protection programs, as mandated by state law. The Commissioner of Agriculture is one of six statewide elected officials in West Virginia. Currently, Commissioner Gus R. Douglass is the longest-serving agriculture commissioner in the nation. For more information, visit www.wvagriculture.org.
“The Basis of All Wealth is Agriculture.”
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