Kentucky Proud and Kroger are partnering to provide handmade health and beauty gift options for Mother’s Day, according to an April 22 announcement from the Kentucky Department of Agriculture.
The initiative aims to give shoppers a chance to purchase locally made items as unique gifts for mothers. Displays featuring Kentucky Proud products such as goat milk lotions, botanical soaps, tallow balms, and soy wax candles are available at ten Kroger locations in central Kentucky.
“Mother’s Day gifts often include personal, one-of-a-kind offerings,” said DeAnne Elmore, Kentucky Proud farm to retail liaison at the Kentucky Department of Agriculture. “It’s an occasion to introduce and highlight handmade Kentucky Proud health and beauty items like goat milk lotions, botanical soaps, tallow balms, and soy wax candles.”
Elmore said that the promotion focuses on artisanal items available at neighborhood Kroger stores. “Temporary display racks trimmed with Mother’s Day messaging decorates the store and interrupts the shopper, allowing them to see the featured Kentucky Proud makers,” she said. She also noted that digital advertising is being used along with Miss Kentucky serving as a social media influencer for the campaign. Birch & Oak will demonstrate their tallow balm by offering hand massages during specific times leading up to the Kentucky Derby at Kroger’s Middletown location in Louisville.
“We’re going to give a quick little hand massage so people can sample the product and give us a chance to talk to them about it,” said Birch & Oak founder/owner Roxanne Smith. “We want to make it a relaxing minute – as relaxing as we can in a grocery store. Then we’ll have some samples to give away.” Smith explained that her company uses grass-fed tallow sourced from Shelby County farms for its skincare products: “Tallow is the ‘it’ word right now… Our main product, tallow balm, is an all-purpose skin cream, but most people use it on their face as an all-natural, anti-aging cream.”
Other featured products include goat milk foot creams from Rustic Charm Farm; soaps and lotions from Rock Bottom Soap Co.; herbal tallow soaps from Sunflower Sundries; essential oil-scented botanical soaps from EarthyBrowns Natural Products; and soy wax candles from Black Dog Candles and Waxy Beans—all produced by local artisans.
The Kentucky Department of Agriculture obtains funding through grants for county fairs and agricultural projects according to its official website. The department celebrates agricultural education during designated months according to its official website.
Administrative operations are conducted using facilities in Frankfort according to its official website. The department operates within Kentucky’s executive branch according to its official website.
Resources provided by the department reach all counties in Kentucky according to its official website, with efforts focused on enhancing agriculture through partnerships and planning according to its official website.
“Kentucky Proud retail hopes to raise member awareness, win consumer trust with unique gifts Mom will enjoy, and sell more Kentucky Proud products,” Elmore added. “We are creating a model that can be replicated for other retail outlets and additional members.”
