Fresh From Florida drives demand and visibility for state’s spring produce
Fresh From Florida drives demand and visibility for state’s spring produce
As Florida’s spring produce season hits its stride, the Fresh From Florida program continues to play a critical role in connecting growers with consumers while driving demand across retail and foodservice channels.
Florida’s spring lineup is among the most diverse in the country, with a wide range of fruits and vegetables coming into peak availability. Strawberries, blueberries, sweet corn and watermelons headline the season, while tomatoes, peppers, cabbage, cucumbers, eggplant, snap beans, potatoes and leafy greens all contribute to the state’s broad offering.
Helping ensure those products reach consumers is the highly recognizable Fresh From Florida brand, which continues to expand its reach and influence in the marketplace.
“Fresh From Florida supports growers and shippers through retail partnerships in 36 states and 17 countries,” said Susie McKinley, director of the Division of Marketing and Development for the Florida Department of Agriculture and Consumer Services. “More than 100 retail brands feature the logo in weekly circulars, in-store promotions, digital advertising and seasonal recipe content, helping ensure Florida products are visible during peak availability.”
This visibility is increasingly important as consumer demand for locally grown produce continues to rise. According to FDACS research, a strong majority of shoppers are actively seeking out local products.
“Seventy-six percent of Florida consumers say they look for locally grown products, and 67 percent say it’s important to purchase locally grown produce,” McKinley said. “Freshness, supporting farmers and supporting Florida are the primary motivations.”
To capitalize on that demand, Fresh From Florida has rolled out a range of marketing initiatives designed to engage consumers and highlight the benefits of buying local. These efforts span traditional advertising, digital campaigns and in-store promotions.
“The campaign is driving demand through initiatives like our America250 logo, Jr. Chef University program and retail partnerships with major chains across the country,” McKinley said. “We’re also highlighting real Florida farmers through campaigns like ‘Trust is Grown Here.’”
Retailers participating in the program have seen measurable results, with increased sales and stronger consumer engagement during peak season.
“Strong logo recognition and prominent in-store and digital identification reliably influence buying decisions,” McKinley said. “Shoppers look for the sunny Fresh From Florida logo, and that recognition translates into real buying power.”
Beyond retail, the program is also expanding its reach into foodservice, working with industry partners to promote Florida-grown products on menus and in culinary applications.
“Serving Fresh From Florida when in season is a key message we’re sharing with foodservice operators,” McKinley said. “These partnerships are creating new opportunities and generating millions of dollars in sales for Florida growers.”
As the season progresses, the outlook remains positive, with strong supply expected across multiple categories.
“The outlook for spring into summer is very bright and full of opportunity,” McKinley said. “With so many fresh options available, there is tremendous potential to expand retail promotions, strengthen foodservice partnerships and continue building consumer excitement.”
With its combination of diverse production, strong branding and strategic marketing, Fresh From Florida continues to serve as a powerful engine driving growth for the state’s produce industry.
