Rooted In Shelby is a volunteer-conceived and implemented program designed to promote the sale of horticultural, agricultural and other products produced by Kentucky Proud enterprises located in Shelby County. Areas represented can be anything grown or produced in Shelby County, including but not limited to, meat, dairy, equine, fruits, vegetables, grains, sod, honey, and artisanal farm products.  A recognizable logo is used in conjunction with the Kentucky Proud logo to indicate a product's Shelby County origin.

Rooted in Shelby has grown and taken shape since its inception in 2014.  One of the main goals has been to effectively increase awareness of locally available foods and in turn increase market share of local produce, returning a higher profit margin to local farmers.  With the event of COVID-19 and the corresponding food shortages in local grocery stores, Rooted in Shelby has served to fulfill a need within the community to provide a source of safe, wholesome, nutritious and available local food.

Beginning in mid-March with the closure of many businesses and the food shortages induced by panic-buying, the ag agent began a local foods advertising campaign for Rooted in Shelby.  This included advertising in local print media as well as via social media.   During the period of March 17 – June 11, the number of followers to the Rooted in Shelby Facebook page increased by more than 50%.  Two posts relative to Rooted in Shelby members and corresponding products reached more than 8300 people.  Additional posts specific to individual farms and current product availability reached an additional 2500+ potential consumers.

One Rooted in Shelby member stated, “We’re roughly up 175% (in sales) from the same time last year.  Rooted in Shelby and the FB posts have driven people to us and they’ve mentioned it directly.”  According to another, “I’d say (we) doubled, at a minimum.  We typically sell 8 custom beef each year and we’ve pre-sold 17.  We have a waiting list and potential for more business but can’t get appointments.”  A third member stated, “I had roughly 85 customers sign up for our CSA…we had a 60% increase in customers/sales.”  Other reports included, “Compared sales from the Farmers Market (last year) to sales from the roadside stand I set up til I ran out of pork was an increase of approx. 250 to 300%.   A huge increase in volume of people and sales.”  

Finally, one Rooted in Shelby member said, “…we have probably seen a 500% increase in local awareness and support because of your efforts.  That’s infinitely more valuable than the dollar amount we did or didn’t make.   Thank you for everything you’ve done and continue to do!”