MOULTRIE — Georgia may be the peach state, but its production of the succulent fruit falls short of the amount consumed in Georgia by 25 million pounds in 2007.

On the watermelon side of the ledger, however, the state produced 1.1 billion more pounds than Georgians ate that year.

A recent study looking at the economic impact of more consumption of homegrown fruits and vegetables, and having producers grow more of the products that are imported, could bring in millions of dollars and create jobs.

The report said that for each 5 percent increase in local purchases of produce and nuts, the state’s economy would benefit by an additional 345 jobs, $13.6 million in income, $19.2 million in value-added, and $43.7 million in output. If each of the state’s 3.7 million households spent just $10 per week on purchasing products grown in the state, it would bring in an additional $1.9 million in economic activity.

While Colquitt County is a large producer of cabbages and other vegetables, those grown here are as likely to be on a plate in Boston, Mass. as they are on one in Boston, Ga.

“They’re all geared up for wholesale than they are geared for retail,” Colquitt County extension agent Glenn Beard said of the large producers. “They really don’t want to be in retail. They’re literally dealing with thousands of boxes a day.

“In order for them to sell it locally -- unless they have a local contract -- what they would have to do is end up setting up their own retail store.”

Sales through a retail outlet would be a tiny fraction of the volume growers do through wholesale operations, Beard said. Farmers would have to deal with issues such as hiring employees and paying fees and taxes that would make such an endeavor less attractive.

“For a larger producer, it’s just not worth it,” he said. “It would be a great idea. It’s just a matter of a farmer wanting to get into retail. Most of them don’t want to do that. When you’re used to shipping thousands of boxes a day, then you go over to your retail store (and) how many boxes can you sell a day?”

The retail sales side could work for small producers, who in many cases could have family members work on that side of the business, Beard said.

At Kersey Produce and Nursery located in the Farmers Market in Moultrie, owner Karen Kersey said she buys from local growers whenever possible and items are in season.

“Right now it’s mainly squash and okra that’s coming in locally,” she said. “I’ve got different farmers I’ve been buying from for years now. I try to get it as fresh from the fields as I can.”

This summer several groups joined together to sponsor two downtown markets on the Moultrie square that provided an opportunity for residents to purchase locally grown produce. Two additional markets are planned for Oct. 2 and Oct. 16, and the program may be expanded next year.

Through a grant the group was able to get an Electronic Benefit Transfer card machine that will allow residents to spend food stamp money at the market.

They also are looking at getting more customers and growers involved, said Amy Johnson, Moultrie Main Street Director.

“We’ll take time to look at different ways to grow our market, get farmers involved,” she said. “The first couple of sales were pretty good. We saw a lot of repeat buyers. The consumers that I talked to really wanted to see more of it.”

Local markets should get a big boost out of retail giant Wal-Mart’s initiative to put more local produce in their stores, said Kent Wolfe, director for the Center For Agribusiness and Economic Development at the University of Georgia.

A number of restaurants also are actively seeking to buy more local produce to serve to their customers, he said.

“A lot of the big retailers are seriously looking,” said Kent, who noted that the average head of lettuce is shipped 1,500 miles to the store where it is purchased. “They realize it’s advantageous to them.

“They (Wal-Mart) realize they’ve got to support their local growers if their local consumers are going to support them.”

Some large retailers are looking at splitting the estimated $8 per box savings in shipping costs with growers, Wolfe said.

Schools are another large-scale potential purchaser of locally grown produce, he said. School cafeterias have gone mostly to buying prepared foods, but the center is looking to help them change that trend.

Gwinnett  County Schools, for example, has 125,000 students in grades kindergarten through 12, Wolfe said.

“That’s a huge market,” he said.

If consumers make an effort to buy locally grown produce, they can “help your local farmer, your local economy, get food picked a little later, a little fresher; plus you get the chance to meet a couple of farmers and have a good experience,” Wolfe said.