The Coordinated Educational Marketing Assistance Program (CEMAP) is one of the oldest marketing assistance programs for ornamentals in the United States. The goal of this program is to identify outstanding plants for Texas and to provide support for the nursery industry, thereby making plants with superior performance available to the people of Texas. The CEMAP program is a cooperative effort between the Texas nursery industry and Texas A&M Univ. The CEMAP Executive Board has eight individuals representing extension, research, and teaching plus two administrative liasions and the Industry Advisory Board has ≈50 members from all segments of the ornamentals industry in Texas. Funding for the CEMAP program comes from direct industry support and from the public through the sale of plant tags or other promotional materials which bear the Texas Superstars logo. The logo is trademarked and licensed to printing companies who handle the administration of royalties to the program. The Executive Board makes the final decision about which plants are designated Texas Superstars. Promotional support for the plants is provided by CEMAP through point of purchase materials and publicity through print, radio, and television. In addition, the Texas Nursery and Landscape Association in cooperation with the Texas Department of Agriculture are conducting a publicity campaign to inform the public about Texas Superstars.