WAILUKU, Maui — Maui County yesterday launched a new marketing campaign to support diversified agriculture and promote locally grown fruit, vegetables and flowers.

The "Maui County Fine and Fresh" program is a partnership among the county, the Moloka'i Chamber of Commerce, and the Maui County and Moloka'i farm bureaus.

A key feature of the program is a Web site with a farm product source guide that lists farmers, their crops and seasons when the fresh items are available. Nearly 20 Maui and Moloka'i farmers already have signed up to be included on the site, which also provides information on farmers markets, farm tours and events, and food stores and restaurants that offer locally grown produce and flowers.

A "Maui County Fine and Fresh" logo will be featured on advertising and banners and signs at participating stores to draw attention to local farm products, with in-store promotions also planned.

There are more than 800 farms in Maui County, more than half of which are less than 9 acres, according to the Hawai'i State Data Book. Farmers produce more than $130 million a year in crops and livestock, from pineapple, sugar, cattle and hogs to asparagus, watermelon, guava and famed Maui onions.

"We are confident the new program will provide consumers with the greatest diversity of choices and allow our local farmers to increase their market share," Warren Watanabe, president of the Maui County Farm Bureau, said in a statement. "By nurturing and developing new business relationships with our restaurants, hotels and business community, we feel we can increase sales for local farmers and truly support agricultural viability in Maui County."

Moloka'i farmers are particularly excited about the new program, which they hope will boost off-island sales, said Barbara Haliniak of the Moloka'i Chamber of Commerce.

Among the participating farms is the Hashimoto Persimmon Farm, which produces fresh persimmons, as well as a line of prepared products.

Restaurants are another marketing target, and Peter Merriman, one of Hawai'i's top chefs, was present for yesterday's announcement hosted by Mayor Alan Arakawa. Merriman's Hula Grill, which purchases more than 3,000 pounds of locally grown produce, fish and cheese weekly, was recently honored with a Maui Friends of Agriculture award as Restaurant of the Year.

Other winners who were present to endorse the new campaign were Doug Chang of Hotel Hana-Maui, which relies almost entirely on locally produced items; and Aric Nakashima of Pukalani Superette, a popular market that heavily emphasizes products from local farmers, ranchers and flower growers.

Maui County farmers and restaurants can sign up for free to participate in the Maui County Fine and Fresh program by filling out the form provided on the "how guide" on the Web site, or by contacting county agricultural specialist Kenneth Yamamura at (808) 270-7203 or kenneth.yamamura@co.maui.hi.us.

Reach Christie Wilson at cwilson@honoluluadvertiser.com.