California chooses Argyle for national PR campaign

Argyle Communications’ consumer team to promote

California-grown produce across Canada

TORONTO, July 16, 2007 – California’s agricultural industries have chosen Toronto-based Argyle Communications to manage a branding and consumer awareness campaign to promote California-grown products across Canada.

Following a competitive process, Argyle’s consumer marketing team was selected as the public relations agency of record for the Buy California Marketing Agreement (BCMA), an industry and government-funded program devoted to increasing consumer awareness and consumption of California’s agricultural products.

"Argyle came highly recommended for knowledge of the food industry and excellent relationships with the media across Canada," said Chris Zanobini, Chairman of the BCMA. "We were also impressed with the Argyle team’s ability to understand the issues that are critical to California, and their fresh, creative and strategic approach to communications.”

California’s 55 principal exports (predominantly fruit, vegetables, wine and nuts) are valued at more than US$8 billion in sales, with Canada accounting for US$1.8 billion, or nearly a fifth of all exports. The state is known for its landmark fusion cooking style, along with a wide range of unique and fresh food choices - from asparagus to avocados.

 “The Argyle team is excited to earn the confidence of California’s agricultural industries, and to add the largest state in America to our growing list of top-tier food and consumer marketing clients," said Daniel Tisch, president of Argyle Communications.  “Thanks to the amazing selection of foods available today, Canadians don’t have to leave home to experience California. And we’ll bring this experience to consumers across the nation.”

Argyle will kick off the program with an “Experience California” campaign that will include media relations, trade advertising and the consumer promotion of Californian recipes and food trends. The program will complement in-store promotion activities at Longo’s, Colemans, and other leading supermarkets in Canada.

About the Buy California Marketing Agreement

The Buy California Marketing Agreement is a joint effort of agricultural industry groups representing the products of California’s farms, ranches, forests and fisheries. Working as an advisory board to the California Department of Food and Agriculture, BCMA brings together industry and government resources to increase the awareness, consumption and value of California agricultural products.

About Argyle

Founded in 1979, Argyle Communications is one of North America’s most respected independent public relations firms. Argyle clients include major brands in consumer marketing, financial services, health sciences, manufacturing, technology and public affairs. Argyle is based in Toronto and has affiliate offices across the continent and around the world.