By Ken Scott Go Texan! This 45-year-old slogan was born as the Houston Livestock Show and Rodeo launched a massive publicity campaign in 1954 to encourage spectators to dress Western and get in the rodeo spirit. That same year, the Show's Go Texan Committee was formed to further this campaign and to encourage businesses and merchants to decorate their storefronts in a Western theme. These days, the Show boasts nine Go Texan committees, with almost 2,600 members. Their promotional efforts extend throughout 60 Texas counties, and several of these Go Texan committees are holding events, functions and fundraisers literally every month of the year. Go Texan embodies the spirit of this organization today just as fervently as it did in 1954. The Texas Department of Agriculture has caught the Go Texan spirit, electing to incorporate this slogan into its own marketing campaign to emphasize the importance of the state's second largest industry -- agriculture. It represents 16 percent of the gross state product and contributes more than $45 billion to the state economy each year. Many people are surprised that the industry employs one out of every five working Texans. However, they are more surprised to learn that 98 percent of those working in this industry do not work on farms or ranches. In order to increase awareness, Baseball Hall of Famer Nolan Ryan and actor Tommy Lee Jones are teaming up to endorse "GO TEXAN," a comprehensive TDA marketing campaign. The campaign is designed to encourage Texans to choose Texas products first. It promotes Texas food, natural fibers, leather, wine and horticulture, and all other products processed and produced within the Lone Star State. Although not part of the Show or any of the Go Texan committees, Show officials endorse this new campaign by the TDA, which has been a longtime supporter of the Show. John Sykes, assistant general manager, Agricultural Exhibits and Competition Department, said, "We are proud to lend the Show's 'Go Texan' slogan to assist in marketing Texas agricultural products. For years, 'Go Texan' has been a part of the Houston Livestock Show and Rodeo, and it will continue. The Texas Department of Agriculture's marketing initiative may help create an even greater awareness of the Show's good will and mission to assist in the education of Texas youth." "Going Texan" shouldn't be a hard sell. A TDA survey of shoppers found that almost 90 percent would buy a product identified as coming from Texas. Studies also have shown that Texans are unique in terms of state pride. "With a few exceptions, Texans are different than consumers in other states," said State of Texas Agriculture Commissioner Susan Combs. Some states have found that their residents prefer some of their local products, but Texans really are interested in supporting Texas products. "I want to tap into that loyalty. GO TEXAN is a first for Texas agriculture, a high-profile presence that will simply make it un-cool and un-Texan to buy anything but Texas products," Combs added. There is a great need for this campaign. Combs explained that 20 or 30 years ago people had a better understanding of the origin of agricultural products and a much closer relationship with many of the people who produced them. Texas leads the nation in cotton, spinach, cattle, sheep, goats, and wool and mohair production. Texas produces 6 percent of the world's cotton, which would make 1.3 billion pairs of denim jeans; enough corn for more than 4 billion pounds of corn flakes; 5.7 million pounds of milk for those corn flakes; enough wheat to make more than 8 billion loaves of bread; and enough peanuts to assemble 9 billion peanut butter sandwiches. Combs pointed out that states with much less agricultural production than Texas outspend Texas in self-promotion. For example, New Jersey, which ranks 40th nationally in agricultural cash receipts, spends more than $1 million a year on promotion. Until now, Texas, ranked second with nearly $14 billion in agricultural cash receipts, has spent only $200,000 each year. However, the Texas Legislature has authorized $1 million in available funds that will be supplemented by GO TEXAN members, which include producer and commodity groups, cooperatives and other businesses. Combs said dramatic results have occurred from successful agricultural promotions in other states. Washington's $5 million advertising campaign over a year resulted in apple sales increasing 12 percent. A $10 million California campaign boosted cheese sales by 9 percent. Combs added, "That's the kind of success I envision for GO TEXAN." Because it is difficult to identify Texas-grown products among the many choices in stores today, GO TEXAN labels will be used to assist shoppers. "The GO TEXAN logo will clearly identify items from Texas," Combs said. To date, about 1,000 Texas producers and companies have become GO TEXAN members. When it comes to throwing, most of us couldn't hit the side of a barn with a vegetable. That is not a problem for Nolan Ryan. One of the campaign's television public service announcements features Ryan pitching out-of-state fruits and vegetables at the side of a barn. Referring to the difference between pitching baseballs and chunking foreign produce, Ryan admitted, "It was a little difficult to get a really good grip on a cabbage." Ryan agreed to assist with the project because he believes people need to know about the impact agriculture has on them as consumers. "We need to make consumers aware of many good Texas products," Ryan said. His favorite Texas produce includes Pecos cantaloupe and Ruby Red grapefruit. Movie star Tommy Lee Jones also will appear in television ads that will introduce consumers to the distinctive GO TEXAN logo in the shape of Texas. Both of these nationally recognized Texans have donated their time and talent to promote Texas products. Although the Texas agricultural industry has promoted itself in the past, previous efforts were more segmented. Texas cotton was promoted as "Naturally Texas." Wines have been advanced with the phrase "Vintage Texas." State horticultural products have used the tag line "Texas Grown." "What we have done is bring all of these Texas products under one umbrella. Consumers will only need to remember and look for that one logo to reach for the products we know they really want," Combs said. "Texans need to know that Texas products are fresher and better. Plus, they also need to support the people who work hard to produce these products for them. These people are their friends and neighbors," she said. Don't wait for February fever; it's time to GO TEXAN all year long!
Houston Livestock Show and Rodeo Go Texan committees:
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