TRENTON, N.J. — New Jersey lawmakers are advancing legislation that would officially expand the state’s well-known “Jersey Fresh” marketing program to include beer, wine, cider, and liquor produced from New Jersey-grown agricultural products.
Assembly Bill 2762, approved by the Assembly Agriculture and Natural Resources Committee with amendments earlier this month, would direct the New Jersey Department of Agriculture to advertise and promote alcoholic beverages crafted in the state using locally cultivated ingredients.
Supporters say the measure would build on the growing popularity of New Jersey wineries, breweries, cideries, and distilleries while giving producers broader access to one of the state’s most recognizable agricultural marketing brands.
The proposal would also require the department to establish a quality grading and rating system for qualifying alcoholic products similar to standards already used under the Jersey Fresh program for produce and other agricultural commodities.
Jersey Fresh Program Would Expand Beyond Produce
The Jersey Fresh program, launched in 1984, has long served as New Jersey’s flagship agricultural branding campaign, promoting fruits and vegetables grown throughout the state.
While the program already highlights some locally produced alcoholic beverages online, the bill would formally expand the initiative to include:
- beer,
- wine,
- cider,
- and liquor products
made using agricultural commodities cultivated in New Jersey.
Lawmakers backing the legislation said the move would help strengthen connections between agriculture and the state’s expanding craft beverage industry.
New Jersey’s winery and brewery sectors have seen significant growth over the past decade, with local producers increasingly marketing products tied to state-grown fruits, grains, hops, and other farm commodities.
Bill Taps Existing Marketing Infrastructure
Rather than creating a separate promotional campaign, the legislation would use the existing Jersey Fresh framework and branding infrastructure already operated by the Department of Agriculture.
Supporters argue that approach could give smaller producers broader visibility without requiring the state to build an entirely new marketing system.
The committee statement said the bill seeks to “promote alcohols produced in the State that are made from agricultural commodities cultivated in the State.”
Under the proposal, the department would also develop standards to measure product quality and consistency for participating alcoholic beverage producers.
The grading requirement mirrors existing Jersey Fresh quality standards used for produce and other agricultural products marketed through the state program.
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Key Points
• New Jersey bill would expand Jersey Fresh branding to beer, wine, cider, and liquor
• Products would need to use agricultural commodities grown in New Jersey
• Committee amendments removed a proposed $100,000 appropriation from the bill
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Funding Provision Removed by Committee
The Assembly Agriculture and Natural Resources Committee amended the legislation before advancing it, removing language that would have appropriated $100,000 for the program along with a recurring annual appropriation.
The amended bill no longer includes dedicated funding, though it still directs the Department of Agriculture to implement the expanded promotional efforts.
The legislation was pre-filed for the 2026-2027 legislative session and updated following technical review, according to the committee statement.
Craft Beverage Industry Continues Growing in New Jersey
New Jersey’s craft beverage sector has expanded steadily in recent years as wineries, breweries, and distilleries increasingly market products tied to local agriculture and agritourism.
Many producers already promote the use of New Jersey-grown:
- grapes,
- apples,
- grains,
- blueberries,
- peaches,
- and hops
as part of their branding and tourism efforts.
The proposed expansion of Jersey Fresh could give qualifying products access to one of the state’s most established agricultural marketing labels, potentially increasing exposure for both producers and farmers supplying ingredients.
Assembly Bill 2762 remains under consideration in the New Jersey Legislature following committee approval.