Florida’s prominence as a supplier of quality fresh produce from the fall through spring seasons is underpinned by geography, diversity and industry know-how.

“Abnormally cold weather conditions and winter storms often pose the primary threat to healthy crop conditions and yields. Florida is fortunate to have most of its fresh market production come from the southern part of the state which has historically been less likely to experience cold damage,” said Aaron Keller, press secretary to Florida Agriculture Commissioner Adam Putnam.

“November for Florida’s fresh market crops usually signifies the start of Florida’s agricultural season,” he went on to say. “Certain early crops such as oranges, tangerines, grapefruit and tomatoes are already reaching consumers. The majority of Florida’s crops come into production in November and continue on through the winter and spring.”

In 2014, Florida ranked first nationally for the value of production for fresh market snap beans, fresh market cucumbers, cucumbers for pickles, grapefruit, oranges, squash, sugarcane, fresh market tomatoes and watermelons. The Sunshine State ranked second in value of production for bell peppers, fresh market sweet corn, greenhouse/nursery, peanuts, strawberries and tangerines; and third in value of production for fresh market cabbage and honey.

“Florida enjoys an excellent transportation network of interstate highways plus international airports and seaports,” Keller commented. “Florida’s four largest ports are Port Tampa, Port Everglades, Port Miami and Port Jacksonville, and all are closely tied into rail and highway transportation networks. Major international airport hubs located in Orlando, Miami, Jacksonville and Tampa provide excellent air-freight shipping outlets for more delicate crops. Due to the network of state-of-the-art post-harvest facilities being located in the heart of Florida farming districts, it is conceivable that within hours, freshly harvested crops can be on their way to markets located throughout the U.S. and worldwide.”

Florida exporters set another record in 2014 shipping more than $4 billion in agricultural products to worldwide markets. “This marked the third year in a row that Florida has topped $4 billion in exports,” Keller said. Florida’s fastest growing markets over $50 million from 2010 to 2014 were: Colombia/37.8 percent per year; South Korea/33.4 percent per year; Mexico/30.1 percent per year; Hong Kong/19.4 percent per year; and United Arab Emirates/19  percent per year.

Canada remains Florida’s most important export partner, with total exports nearing $1 billion in 2014. This figure is 4.5 times greater than total exports for Florida’s number two partner, Keller added.

“Canada is the leading destination for Florida’s vegetable exports including celery, cucumbers, eggplant, fresh peppers, lettuce, potatoes, snap beans and tomatoes. Canada is also the leading destination for Florida’s fruits including blueberries, fresh oranges, melons, strawberries and watermelons [and] orange juice.”

During 2014, Keller said Florida cash receipts’ value of vegetables, melons, fruits and nuts totaled $2.97 billion or about 36.2 percent of the state’s total agricultural cash receipts.

The “Fresh From Florida” program has created immediate visibility in the produce department. “Fresh From Florida represents Florida agriculture’s worldwide image of excellence,” Keller commented. “The Fresh From Florida membership program provides members with use of the widely recognized ‘Fresh From Florida’ logo on product packaging, advertising and in promotional materials. Members also receive point-of-purchase materials to display with Florida-grown products; customized business signage; discounted industry trade show participation, the opportunity to participate in a logo incentive program and puts the marketing expertise of the Florida Department of Agriculture and Consumer Services to work for member businesses.”

“Fresh From Florida” also markets directly with major domestic and international grocers and distributors to promote the purchase of Florida agricultural commodities. According to Keller,  “Fresh From Florida” partnered with 64 retailers representing 12,357 stores located in 26 countries during 2014. “The upcoming ‘Fresh From Florida’ advertising campaigns will feature a variety of Florida produce and seafood,” he added. “From January through May, the marketing campaign will include statewide television commercials, digital display ads, social media outreach and outdoor billboards.”