A new state law requiring that produce displaying the “Connecticut Grown” label provide specific information on signs about the name and address of the farm of origin is being praised by farmers and local farm advocates.

“It equalizes the playing field,” Cindy Barry, manager of the New London Field of Greens farmers market, said Monday. “A lot of farmers have been disappointed when they work hard to employ good practices and attend a farmers’ market only to see another farmer there selling melons in March.”

The law, signed earlier this month by Gov. Dannel P. Malloy, takes effect Oct. 1, but the state Department of Agriculture is asking farmers to follow the law voluntarily now, said Steve Jensen, spokesman for the department. It requires that each station at farmers’ markets post a readily visible sign at least 3-by-5 inches in size that states: “This farm product is Connecticut-grown. This farm product was grown or produced by the following person or business: (name and address).”

“It’s a matter of truth in advertising,” Agriculture Commissioner Steven Reviczky said in a news release. “Consumers have the right to know what they are buying and ethical producers who play by the rules deserve to be protected from unfair competition by those looking to falsely use the Connecticut Grown label.”

Under the new law, fines for violators will be from $25 to $200. First-time violators will usually receive a warning, Reviczky said. The department’s Bureau of Regulation and Inspection will enforce the new law by making unannounced visits to farmers’ markets on a random basis and will respond to complaints, according to the news release.

He said that fraudulent use of the “Connecticut Grown” label is not widespread but that his department does receive several complaints each year about deceptive practices.

Under the law, products grown or produced in Connecticut or within a 10-mile radius of the point of sale may be labeled as native, native grown, local or locally grown, but would only be subject to the specific language requirements for signs if they are using the “Connecticut Grown” label.

Jensen said the department had hoped the state legislature would extend the new labeling law to farm stands and grocery stores as well as farmers’ markets, but did not.

“We may seek to add that at a future date,” he said.

Pauline Lord, owner of White Gate Farm in East Lyme, said the new law is a good first step, but that farm stands should be required to follow the same requirements.

“Really people should have signs explaining where things come from,” she said. Consumers, she said, should always ask about the origin if no signs are visible.

The Connecticut chapter of the Northeast Organic Farmers Association also supports the new law, said Jeff Cordulack, NOFA executive director.

“From our perspective, Connecticut NOFA is glad the state of Connecticut is working to support the hardworking farmers across the state with this new labeling law,” he said. “Far too often product is brought in and sold at farmers’ markets that could have come from anywhere in the world. This practice, known as being a ‘jobber,’ takes away from Connecticut farmers’ opportunity to sell their line of products.”

The new measure is good for consumers, he said, providing assurance that when they seek to buy local produce, it is truly local.

“Consumers can take pride in supporting their neighbors,” he said.

Rob Schacht, owner of Hunts Brook Farm in Waterford, sells produce at a stand at the farm as well as at farmers’ markets in Waterford, Bozrah and Chester. The new labeling law, he said, “will help keep everybody honest.”

“We grow everything we sell, but there are farmers out there who supplement their offerings,” he said. “That can skew the competition. I think it’s fair to require that everyone list the point of origin.”

j.benson@theday.com