The Steamboat Pilot & Today

It wasn't too long ago that, to most ranchers, the word "branding" meant a hot iron, a herd of cattle and a hard day's work.

Although that kind of branding still happens in Routt County, the word is evolving to have a new meaning for agriculture producers.

To keep agriculture viable and find ways to give regionally produced goods a competitive edge, local agriculture and economic organizations are starting to look at a regional branding plan.

Regional branding

Regional branding is a concept that has worked well in California's Napa Valley to combine tourism with local products in promotion campaigns.

In its new meaning, branding markets regional products by identifying them with the Yampa Valley and Northwest Colorado. The metaphorical hot iron branded into the products is the region's natural beauty, world-class ski resort and ranching heritage. And hopes are that people will buy the products because they invoke these images.

Other resorts can build larger golf courses and more ski lifts, co-chairwoman of the Community Agriculture Alliance Tammie Delaney said, but they never will be able to create the authentic Western heritage that exists in the Yampa Valley.

"One of our greatest concerns is losing our agricultural lands. Working on bringing some of our outstanding local agriculture products to market may help keep some of our ranches viable in the face of growth," Delaney said. "What could be better than bringing home a part of the Yampa Valley in a blanket or soap?"

The Ag Alliance, with Yampa Valley Partners and the Yampa Valley Economic Development Council, will hold a workshop Nov. 10 to look at the possibilities of a regional branding plan and how producers can work together to promote local products. The workshop also will look at what entrepreneurs are doing in Northwest Colorado and what type of markets exists for local products.

Come one, come all

The workshop is open to any manufacturer and producer in Northwest Colorado, not just those in agriculture, Yampa Valley Partners Executive Director Audrey Danner said.

Winnie DelliQuadri, with the Yampa Valley Economic Development Council, encourages manufacturers and producers of local products, those who have knowledge about marketing and distribution and even those who are consumers to attend.

"I highly encourage anybody with any kind of interest to come," DelliQuadri said. She hopes that drawing from different segments will spark synergy and new ideas.

The forum will look at what items are being produced locally and whether their sales can increase through marketing efforts, a branding plan and new channels of distribution.

It will look at whether producers need more access to capital and assess the area's manufacturing capabilities.

"Really, the goal of this forum is to put it all out on the table, all the different ideas people have had over the years, and to look at what they would like to do regionally and what the next step will be," DelliQuadri said. "And to see if there is a group or organization that is willing to take that next step."

Sustaining agriculture

The idea of organizing producers and looking at a regional branding plan was sparked by the desire to find ways to keep agriculture sustainable in the area, Danner said.

After the Yampa Valley Economic Development Council, which is composed of elected officials in Routt, Moffat and Rio Blanco counties, finished its telecommunication project last year, Danner said it was looking for another project to take on. Looking at ways to sustain the agriculture community in the area was at the top of their list.

As ranchers find it harder to compete in agriculture's global market, Danner said they want to find ways to sell their products elsewhere.

"We have seen a drastic change. The ag people taking their products to market are making less. We know that the agriculture industry is in a crisis," Danner said.

Part of the workshop will help determine whether producers and manufactures think an online store, a mail-order catalogue, trade show representation or a storefront on Lincoln Avenue would help sell regionally produced goods.

The organizers also hope the workshop will help them identify how many producers are in the area. Organizers point to local entrepreneurs who make soap, horsehair bracelets, quilts, log furniture and food products, but no one really knows just how many there are and what they are selling.

One of the most successful businesses selling local products nationally with the help of the Yampa Valley image is Routt County Woolens. The company buys wool from local sheep ranches and turns it into blankets.

"Visitors and locals alike relate to the story behind our wool blankets. They may not be able to afford the real estate in Routt County, but they can own a piece of the west with a Routt County Woolens blanket," Routt County Woolens manager Nancy Mucklow said.