DATE: Monday, May 5, 1997                   TAG: 9705030004
SECTION: LOCAL                   PAGE: B8   EDITION: FINAL 

TYPE: Editorial 

                                            LENGTH:   46 lines

SPEADING THE WEALTH SOME OF THE COMMONWEALTH'S BOUNTY IS MARKETED AS DISTINCTIVELY VIRGINIAN.

The ``Virginia Finest'' campaign calling attention to Virginia-produced food and wines was initiated during the governorship of now-U.S. Sen. Charles S. Robb.

Gov. Gerald L. Baliles began another program to create a network of markets where the Virginia agricultural products are pooled for sale in large quanity for supermarkets and institutions. Neighboring states already had such networks, which enriched the states' producers and economies. Virginia's watermen market seafood under the commonwealth's proud name far beyond the state's borders.

Still, many Virginians are unaware of the bounty yielded by Virginia fields and waters. This bounty includes cheeses and veal as well as peanuts and collards. Cotton has made a big comeback in Virginia - some enterprising merchandisers might make money by calling attention to shirts and other natural-cloth goods made with the commonwealth's staple.

More than two-score Virginia wineries bottle vintages from the state's vineyards, but Virginians no less than non-Virginians are often surprised to learn that Thomas Jefferson's beloved state is turning out table wines that have won several gold, silver and bronze medals in regional, national and international competitions.

Few Virginians probably know that supermarkets in their neighborhoods long did not sell vegetables, fruits and other farm products from the commonwealth because the state's farmers had no way of gathering enough such provender in carload lots for the convenience of buyers.

Now supermarkets spotlight Virginia foods and wines, and more and more specialty-food markets and way stops for travelers offer Virginia products.

And in the latest marketing boost for Virginia products, the Warrenton-based Virginia Company, which takes its name from the London enterprise that established Jamestown, has begun to promote them far and wide, by catalog.

The Virginia Company also operates stores in Alexandria, Charlottesville, Norfolk and Richmond. It plans to open a second Richmond store and additional outlets at Tyson's Corner and Washington National Airport.

The stores and catalog feature Virginia arts and crafts, along with long-famous Smithfield hams and other Virginiana. Sales are climbing. Any recorded music by Patsy Cline, the Virginia Symphony or Virginia bluegrass bands in the inventory?

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