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SB 5341

Creating a location-based branding and promotion program for Washington food and agricultural products. (REVISED FOR ENGROSSED: Creating a location-based promotion program for Washington food and agricultural products.)

2023-2024 Regular Session Introduced by Patty Kuderer and 8 co-sponsors

WSDA to create a voluntary location-based branding program for Washington-grown foods, with an advisory panel and a 2024 report, funded by nonstate sources.

Effective date 7/23/2023.
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Bill Summary · SB 5341

SB 5341 — Location-based branding and promotion program for Washington food and agricultural products

Status: Enacted (Chapter 276, 2023 Laws). Governor signed 5/4/2023. Effective 7/23/2023.

Purpose / Intent

The bill directs the Washington State Department of Agriculture (WSDA) to explore and design a voluntary, location-based branding and promotion program to increase visibility and marketability of Washington-grown, raised, or caught agricultural products (including processed foods containing Washington ingredients). The program is intended to help consumers and institutional buyers (e.g., schools) identify Washington products, support local producers, and make Washington products more competitive at local, regional, national, and international markets. The statute also repeals the prior "From the Heart of Washington" program.

Key provisions

  • Advisory committee: The WSDA Director must convene an advisory committee composed of interested agricultural and food production organizations to identify the appropriate scope and nature of a voluntary location-based branding/promotion program.
  • Report requirement: WSDA must submit a report with recommendations for program development and implementation to the appropriate legislative committees during the fiscal year ending June 30, 2024. The report must address:
    • Eligibility criteria for use of program-sanctioned location-based branding (including thresholds for how long a product must be located in a given geographic area and percentage thresholds for processed foods).
    • Application, approval, certification, verification, renewal, audit, enforcement, and cancellation procedures.
    • Licensing/participation fees, fee waivers, cost recovery mechanisms, and fee structure options.
    • Ownership, acquisition, protection, and licensing of brand, logo, and trademark rights.
    • Cooperative agreements for program administration and promotional activities.
    • Any other actions to support marketing (retail, farmers markets, schools, restaurants, institutions, etc.).
  • Rulemaking: After the report is submitted, the Director may adopt implementing rules (with expedited rulemaking allowed for rules consistent with the report). WSDA must consult applicable agricultural boards or commissions before setting product-specific criteria.
  • Funding: WSDA must actively seek nonstate funding to operate the program; any funds received must be deposited into the Agricultural Local Fund.
  • Repeal: The statute repeals RCW provisions establishing the former From the Heart of Washington Program (statutory sections cited in the bill).

Who is affected / likely impacts

  • Directly affected: Washington producers (farmers, fishers), processors, value‑added food manufacturers, and organizations that market Washington agricultural products.
  • Market/Buyers: Retailers, institutional purchasers (schools, hospitals), restaurants, farmers markets, and consumers seeking Washington‑sourced products.
  • State agency: WSDA will coordinate the advisory committee, seek nonstate funding, produce the legislative report, and potentially implement and administer the voluntary program and associated rules.
  • The program is voluntary and does not prohibit use of other labeling or promotion programs.

Procedural / timeline notes

  • Legislative course: First read Jan 2023; passed Senate (2/27/2023) and House (4/11/2023); signed by Governor 5/4/2023. Effective date: 90 days after adjournment — in practice effective 7/23/2023.
  • Report due to Legislature during fiscal year ending June 30, 2024.
  • No state appropriation included in the bill; fiscal note available.
  • Rules consistent with advisory recommendations qualify for expedited rulemaking (RCW 34.05.353).

Sponsors / Support

Prime sponsors included Senators Muzzall, Shewmake, Van De Wege, Torres, Warnick, Kuderer, Liias, Stanford, and C. Wilson; the bill was requested by WSDA. Testimony reported broad support from agricultural stakeholders and no opposition.

Compiled from official sources — confirm details with the bill’s official record.

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