The majority of consumers surveyed (77 percent) report awareness of the Jersey Fresh, state-sponsored promotional program. However, certain segments appear more likely to be familiar with Jersey Fresh and its logos than others are. Behavioral and demographic models were constructed to evaluate which characteristics influence consumer awareness of Jersey Fresh. The results indicate that those who shop at more than one supermarket, those who frequently shop at direct marketing facilities, and those who frequently read food advertisements are more likely to exhibit a preexisting awareness of the Jersey Fresh Program. The results also indicate that the period of residence in the state positively contributed to the awareness of the program.