Homegrown By Heroes
A blended logo but a simple message: Homegrown By Heroes is a program for PA Preferred® members who are veterans. The program allows veteran members to add the Homegrown By Heroes logo to their products so that consumers can easily identify it and support veteran-owned businesses. A program of the Farmer Veteran Coalition, Homegrown By Heroes was founded by the Kentucky Department of Agriculture in January 2013.
The label has been administered nationally by the Farmer Veteran Coalition since Veterans Day of that same year. Since then, the program has expanded and is now in all 50 states plus Puerto Rico. Pennsylvania introduced the Homegrown By Heroes logo in 2015. If you're a veteran and a farmer, the benefits to participating are clear: The Homegrown By Heroes label differentiates veteran-produced products in competitive markets. It provides consumers a tangible way to support veterans.
America loves veterans and there is no better way for citizens to show their support than by purchasing the fruit of their labor. Displaying the logo on products gives veterans the point-of-sale visibility needed to be successful in the marketplace. Displaying the logo on a farmers' market stand–or anywhere you do business–invites consumers to ask about the logo, providing an opportunity for the veteran to share their story and build a lasting connection with their customers. Homegrown By Heroes brand awareness is growing rapidly. Your products will be associated with a unique and honorable brand, giving you a competitive advantage.
How to Participate
In order to become a certified Homegrown By Heroes member, first become a member of the Farmer Veteran Coalition (membership is free). If you are not yet a member or for more information, visit the Farmer Veteran Coalition website.
After your membership has been approved by FVC, then you’ll need to become a certified Homegrown By Heroes member. More details can be found on the Farmer Veteran Coalition's Homegrown By Heroes page.
Finally, apply to the PA Preferred program (membership is free).
Once these requirements have been met, complete the PA Preferred Homegrown By Heroes Application (PDF).
Veterans in Agriculture
The department aims to expand its outreach and partnerships to existing veterans organizations while seeking to bolster and tailor existing state-wide programs for veterans in agricultural education, employment, and entrepreneurship. To learn more about partnerships and additional resources, visit the Veterans in Agriculture webpage.
Webinars for Veterans in Agriculture/PA Preferred® Homegrown By Heroes
The Pennsylvania Department of Agriculture, in partnership with the Penn State Small Business Development Center (SBDC), hosted the first of a series of free webinars for PA Preferred® Homegrown By Heroes members and other veterans in agriculture on September 14, 2021. This first webinar, led by the PDA Bureau of Market Development and the Military Veteran Coordinator, will introduce the opportunities and services provided to veterans engaged in agriculture by PDA and the PA Preferred Homegrown By Heroes program. To view the webinar, visit Penn State's webpage.