“The advertising focuses on seasonality so that shoppers know when Florida strawberries are available in stores and encourages shoppers to look for the sunny Fresh From Florida logo,” said Susie McKinley, director, division of marketing and development for the Florida Department of Agriculture and Consumer Services. “Strawberry growers that are members of the Fresh From Florida Industry Membership Program can include the logo on their packaging so that shoppers can clearly identify the strawberries from Florida. That way, Florida strawberry growers benefit from the advertising campaign and widely recognized brand.”
The campaign also encourages consumers to visit FreshFromFlorida.com where hundreds of delicious recipes using Florida grown products are featured. Chef Justin Timineri, Florida’s culinary ambassador, offers many strawberry recipes via Fresh From Florida’s social media platforms.
“This season, along with the traditional consumer advertising, Florida strawberries will be featured on grocery cart ads and floor talkers in produce sections of various retailers,” McKinley said. “This messaging reinforces the brand to consumers while they are in-store and actively shopping. Additionally, we have successfully featured strawberries on coupon apps the past few years, including Ibotta, Checkout 52 and most recently Shopkick, and will continue to utilize these platforms to increase sales of Florida strawberries in 2025.”
During Florida’s strawberry season there are prime opportunities for marketing Fresh From Florida strawberries through holiday-themed promotions.
“Strawberries shine during occasions such as Valentine’s Day, where they can be paired with sparkling wine, incorporated into craft cocktails or enjoyed as a chocolate-dipped treat,” McKinley said. “Tastings are very effective; nothing sells a strawberry like tasting this delicious fruit.”
To maximize strawberry sales, retailers can include the Fresh From Florida logo and branding in their weekly circular ads and in-store promotions.
“Organizing sampling events have proven to be successful at increasing sales, as well as display contests and point-of-purchase materials that highlight the quality and freshness of Fresh From Florida strawberries,” McKinley said.
Of course, adverse weather conditions are a common challenge for Florida growers. Hurricane season runs from June through November and occasionally may pose challenges to growers.
Still, Florida’s growers are a seasoned bunch and are ready to overcome any challenges to deliver the best strawberries possible.
