BY MARY ELLEN POWELL
DBJ Contributing Writer

ºIt was only over two years ago that the Mississippi Department of Agriculture and Commerce (MDAC) launched the Make Mine Mississippi program. In the first year of the program over 400 companies enrolled. Now, in its second year, over 630 companies are enrolled with two to three more companies enrolling each week, according to MDAC officials. Companies involved include such names as Peavey Electronics, Howard Industries, and Delta Pride.
Make Mine Mississippi is a logo identification program that brings together manufacturers, producers, processors, retailers, State government and consumers to show pride in the quality of the products produced in Mississippi.
Roger Barlow, MDAC director of marketing, explains, “Commissioner Lester Spell wanted a professional marketing program that could be offered in this state. By looking at programs in other states and seeing what they are doing, MDAC was able to develop graphics and a name that could be attached to a resurrected logo program that we used in the past. We ran the graphics and name by some Mississippi companies and both received favorable reviews. Since then, the program has moved on from there.”
As a member of the Make Mine Mississippi team, companies are provided with the authorized use of the program’s logo that lets consumers know that they are getting a quality product that was at least 51 percent produced, processed, or manufactured in the state.
Other membership benefits include eligibility for the Cooperative Promotions Program, a matching funds program used for advertising and promotions; advertising discounts around the state in magazines, radio, and newspapers; eligibility to participate in numerous retail promotions with partners around the state; and generic advertising on radio and in printed media around the state, asking consumers to look for the Make Mine Mississippi logo in retail stores to support Mississippi businesses.
The cooperative promotions program is designed to assist existing Mississippi businesses by providing financial assistance for marketing and promotional efforts. It is a matching funds reimbursement program, which means that fifty percent of the costs of marketing are shared with a company, up to a spending cap. A company is reimbursed after the activity takes place. Eligible expenses covered through the matching funds program include trade show booth space, displays, the printing of brochures/flyers, magazine, newspaper, trade publication, radio, Internet banner, and television ads, and the printing of Make Mine Mississippi labels or packaging.
Barlow says that the program encourages economic development throughout the state by helping people become more aware of what Mississippi manufacturers have to offer. Mississippi businesses and industries benefit not only from being members of the program, but they also are given the opportunity to make links within the state with companies that can help with the production and processing of their goods.
The Make Mine Mississippi website tells member and potential member companies, “The advantage to you is that a discount may attract new customers. You are also helping Mississippi companies grow, creating jobs, and helping the local tax base-excellent points for public relations.”
Public support for Make Mine Mississippi has been good and MDAC representatives are excited by how well it has been received. The state agriculture and commerce agency itself has thrown its considerable weight totally behind the program.
“We are overwhelmingly pleased with how well the program is doing. The whole agency has endorsed the logo and is making an effort to heighten consumer awareness of programs and the products it represents,” says Barlow.
Barlow goes on to say that he has been invited to make presentations on the program nationally and points out that Mississippi was one of the first states to give grants to companies for marketing purposes.
“We began by looking at what other states were doing, but now they are looking at us,” he says.
For more information on the Make Mine Mississippi program, log on to the website at www.makeminemississippi.com or contact the Marketing Division of the Mississippi Department of Agriculture and Commerce at 601-359-1158. DBJ