Meg points to an interesting Boston Globe article: The brand called Vermont: How the Green Mountain state cornered the market on purity.
It remains to be seen whether Montpelier’s efforts to promote Vermont’s homey rural heritage will produce the intended effect on Vermont itself. Farms are still failing, developers are still building, and free-falling milk prices threaten to undermine the entire rural economy. But thanks to Vermont’s marketing efforts, the number of specialty foods has ballooned from seven to more than 200 in the last 20 years, as both local startups and national corporations jumped on the bandwagon.
What’s the brand called California?