“A major component of the program is an annual consumer advertising campaign that promotes Fresh From Florida products to shoppers during Florida’s peak season of fall, winter and spring,” said Susie McKinley, director of marketing and development for the FDACS. “The advertising includes a media mix of radio/podcasts, TV, digital display, social media, online shopping platforms, cashback apps, retail floor graphics, shopping cart advertising and more.”
The messaging promotes Florida’s commodities and encourages consumers to look for the sunny logo and buy Fresh From Florida products.
Florida’s agriculture industry is the No. 2 industry in the state producing more than 300 commodities, including a wide variety of fresh fruits and vegetables. Some of the produce harvested during fall include avocado, Bell peppers, citrus (oranges, grapefruits, tangerines), cucumbers, okra, eggplant, radishes, snap beans, squash, sweet corn, tomatoes and more. The winter months bring Florida’s highly anticipated strawberry season, along with leafy greens, cabbage, broccoli, celery, Bell peppers, citrus, cucumbers, eggplant, radishes, snap beans, squash, sweet corn and tomatoes.
“FDACS has several opportunities to help growers increase business, including the Fresh From Florida Industry Membership Program,” McKinley said. “By joining the program, growers are eligible to use the Fresh From Florida logo and benefit from the widely-recognized brand and advertising campaign. Some growers also qualify for partial reimbursement for packaging costs for fresh products that include the logo on packaging as part of the Fresh From Florida Logo Incentive Program.”
Additionally, FDACS offers marketing opportunities to help growers promote their produce, such as the Fresh From Florida farmer selfie video campaign.
“This campaign offers growers the opportunity to film and submit selfie videos showcasing a day-in-the-life of a farmer or a behind-the-scenes look at what it takes to grow our food,” McKinley said. “The FDACS team edits the video, adds the Fresh From Florida logo and shares it on social media platforms. With more than 1 million Fresh From Florida followers on social media, this opportunity is a powerful way to promote Florida-grown products, tell the story of the Florida farmer and connect with shoppers.”
Florida is widely known for being first in season in the U.S. for harvesting many fruit and vegetable crops. In addition, Florida produce is the only source of domestically grown produce on the eastern seaboard during the early winter months.
“Due to Florida’s warm climate, Florida’s fruit and vegetables are grown and harvested during fall and winter months when most other states are dealing with freezing temperatures or snow,” McKinley said.
Among the biggest issues Florida growers are concerned about are adverse weather conditions, which is a common challenge. After all, hurricane season runs through the fall season and may have impacts across the entire state.
Throughout the year, FDACS partners with retailers to promote Florida produce in their stores using the Fresh From Florida brand.
“Retailers can customize promotions to include a combination of circular ads, in-store displays, merchandising, recipes, social media, sampling events and more,” McKinley said. “Fresh From Florida is always looking for new marketing opportunities within the retail sector. The changing landscape within retail offers new ways to reach and engage with consumers.”
