New Jersey could soon see wines and beers bearing the “Jersey Fresh” label if a recently advanced bill becomes law. The legislation, approved Thursday by the Assembly Commerce, Economic Development and Agriculture Committee, aims to promote beverages made predominantly from state-grown ingredients.
The “Jersey Fresh” program, established in the 1980s, was originally created to highlight produce grown within New Jersey and to encourage consumers to support local agriculture. Farmers qualify to use the label by meeting U.S. Department of Agriculture (USDA) standards, which include regular inspections.
The new bill proposes expanding the program to include alcoholic beverages, requiring that at least 51% of the produce used in the production—such as potatoes for vodka or barley for beer—be sourced from within New Jersey.
Supporters argue the measure would benefit small farms by opening new markets and integrating agricultural producers into the beverage industry. Farmer John Hart testified that the legislation would help local farms promote their products and foster growth in an additional sector.
Assemblywoman Andrea Katz (D-Burlington) expressed strong support for encouraging producers to source their supplies locally, citing the potential for growth in New Jersey-made spirits. She explained that the bill originated from an agricultural convention where none of the spirits featured the Jersey Fresh label, underscoring the need for such an initiative.
However, some lawmakers raised concerns about the 51% in-state ingredient threshold. Assemblywoman Dawn Fantasia (R-Sussex) described the requirement as potentially too stringent given New Jersey’s challenging climate and the difficulty local businesses face in sourcing ingredients year-round. Fantasia noted that some distilleries and breweries resort to importing products such as grapes during the off-season, which complicates meeting the proposed standard.
“It’s just a little bit of a unique label on that to show us that it’s from New Jersey, and hopefully it will grow,” Katz said, emphasizing the label’s potential to strengthen local identity.
The bill passed the committee with a 7-2 vote and one abstention from Fantasia. Introduced last month, the measure has yet to receive a companion bill in the Senate.
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