Thanks to support from the North Carolina Community Development Initiative, ASAP is able to breathe new life into our Appalachian Grown (AG) regional branding program. The NC Community Development Initiative leads North Carolina’s collaborative community economic development effort, driving innovation, investment, and action to create prosperous, sustainable communities. ASAP created the Appalachian Grown logo as a tool for shoppers to easily identify authentically local food, creating transparency in our food system and increasing market opportunities for local farmers. This project will allow us to develop resources to help farmers and food businesses better utilize AG marketing and promotional tools, increasing the competitiveness of their products. We will develop and test new approaches that will strengthen the value and increase the visibility of the brand. Our goals are to increase public understanding of what AG signifies, increase sales of AG-branded products, and increase profits for farmers and businesses—in the end, strengthening our local economy.