In 1993 a consortium of charities formed the Pioneer Valley Alliance for Sustainable Agriculture to strengthen the future of farming in the fertile Connecticut River Valley of Massachusetts, serving many diverse communities. A Kellogg Foundation Integrated Food and Farming Systems grant supported their involvement of many constituencies in envisioning that future. In 1998 CISA incorporated and launched a campaign for "Be a Local Hero, Buy Locally Grown,” which has become a regional mantra. CISA has promoted local agriculture throughout Hampshire, Franklin, Hampden, eastern Berkshire and western Worcester counties, through media, agritourism, events, publications, newsletters, and whatever else they could think of. Believing that land will be farmed as long as its businesses are viable, CISA offers business training to farmers and local produce retailers, low-price programs for low-income elderly and others, and a national first: corporate workplace subscriptions to farmers' market produce. Their Farm Products Guide is replicated nationwide and studied on their website by 10,000 unique visitors monthly. Their Senior Farmshare program has served over 440 seniors in the last two years with 10 weeks of fresh, organic produce. You, too, can be a Local Hero.