San Luis Valley agriculture and local food labeling 

Do you know where your Palisade peaches come from?

 

What about your Rocky Ford melons?

 

Your Pueblo chiles?

 

Your San Luis Valley Potatoes?

 

You might think they were grown right here in the state, especially if they have the 'Colorado Proud' logo—but that's not always the case.

 

That's according to policymakers pushing a measure that seeks to label the sale of "counterfeit produce" as a deceptive trade practice.

 

The proposal passed through the House Agriculture, Water, and Natural Resources Committee unanimously on Monday.

 

Sponsors characterized the proposal as both pro-consumer and pro-producer.

 

Under the bill, advertising an agricultural product as produced in Colorado if it was grown elsewhere, or using the Colorado Proud logo without authorization from the Department of Agriculture, would be punishable under the law.

 

It has become increasingly common for sellers to falsely advertise their products as grown in Colorado because they know many residents here will pay more for local produce, according to bill sponsors Reps. Matt Soper, R-Delta, and Matthew Martinez, D-Monte Vista.

 

"We go out of our way to support local farmers, but when someone takes advantage of who we are as Coloradans and charges more and sells us a counterfeit product, we're very disappointed by that, and it certainly angers us," Soper said.

 

Madeline Robertson of the Rocky Mountain Farmers Union said the bill protects both farmers and consumers, while maintaining the integrity of the Colorado Proud label.

 

"In our state, Colorado Proud has significant meaning for consumers and agricultural producers," she said.

 

"It is extremely important that consumers can trust the origin of the foods that they consume and protect our producers from economic harm.

 

This legislation codifies that that designation is trustable and represents a critical step in maintaining the integrity of Colorado's agricultural marketplace and supporting our local farming communities."

 

Jessica Burford, president and CEO of the Palisade Chamber of Commerce, said peach growers and vineyards in her community have expressed worries about the increase in counterfeit products.

 

"These practices are not just misleading to consumers, they directly harm legitimate Colorado growers who rely on the integrity of our agriculture brands to earn a fair price for their product," she said.

 

"When counterfeit or misrepresented produce enters the marketplace, it erodes consumer trust, weakens brand value, and undermines the significant investment growers make in quality, land stewardship, and compliance with Colorado regulations."

 

The bill will next be heard on the House Floor for a second reading.

 

It is sponsored in the Senate by Sens. Dylan Roberts, D-Frisco, and Marc Catlin, R-Montrose.

 

In the San Luis Valley, the importance of accurate food labeling is deeply felt.

 

Local farmers, known for their dedication to sustainable practices, rely on the trust consumers place in the 'Colorado Proud' label.

 

Mislabeling not only deceives consumers but also undermines the hard work of these farmers.

 

Recent initiatives, such as the reopening of the historic San Luis Peoples Market, highlight the community's commitment to supporting local agriculture and ensuring access to genuine local produce.

 

As consumers, it's crucial to remain vigilant and support legislation that upholds the integrity of local food labeling.

 

By doing so, we honor the dedication of our local farmers and ensure that when we choose 'Colorado Proud,' we're truly supporting Colorado-grown products.