The Florida Agricultural Promotional Campaign program was established by the legislature in 1990, intended to serve as a marketing program to promote Florida agriculture, value-added products, and ag-related businesses.

“The program serves to represent the state’s 47,500 farms and ranches spread over 9.7 million acres, including both small and large producers who benefit by using the ‘Fresh From Florida’ logo, participation in trade shows at a reduced cost, point-of-purchase material, grocery store promotions, circulars and advertisements as well as signs and access to trade leads,” said Max Flugrath, communications director for the Florida Dept. of Agriculture and Consumer Services.

Today, the Fresh From Florida brand reaches more than 50 million consumers each year and the logo has 86 percent awareness statewide. 

“In 2019, the program generated additional cash receipts of $137 million and $12.8 million in indirect tax revenue,” Flugrath said. “The program generates a return of investment of $22 for every $1 invested and 9 out of ten shoppers are more likely to buy a product labeled Fresh From Florida than they would an identical product without the label and 74 percent are willing to pay more for it.”

Florida ag industry members can apply for the Fresh From Florida program and receive a paid membership for $50, which includes multiple incentives including use of the Fresh From Florida logo, custom marketing materials, retail incentive programs, printed signs, access to statistics and research, and guidance on a variety of topics to help farmers make smart production decisions, respond to trends, and increase sales.

“Members also have access to real-time reports that cover agricultural supply, pricing and market share. The Trade Development and Retail team works directly with grocery chains all over the world to increase the demand for Florida commodities,” Flugrath said. “The goal is to make sure that the Fresh From Florida logo is proudly used in traditional marketing campaigns and displayed on packaging, in-store advertising and signage.”

Currently, the brand works with more than 70 retail partners in 25 countries and is proud to partner with Publix, Florida’s largest retail chain, to raise awareness to consumers from Virginia to Florida including circulars featuring the logo, partnering with the Publix Aprons team, and placement of branded “bins” placed in 280 stores throughout the state.

When COVID-19 hit, 11 of Florida’s fruit and vegetable commodities experienced reductions in shipment volume visible in market news data (beans, sweet corn, cucumbers, Bell peppers, potatoes, squash, round tomatoes, grape tomatoes, plum tomatoes, blueberries and eggplant).

Predictive analysis now forecasts 7,190 fewer truckloads of specialty crops if the trend continues through the season, roughly the amount produced on 16,229 acres.  

“In the early stages of the COVID-19 pandemic, funding was shifted to include a launch a marketing campaign utilizing broadcast television that ran for four weeks in seven Florida markets reaching 87 percent of the state and viewed over 12.3 million times,” Flugrath said. “The commercial featured footage of Florida farmers and was crafted to let consumers know that the food supply would not be interrupted and that Florida farmers were still working hard to supply food to the state and the world.”

Other initiatives included more than 50 videos featuring the state’s culinary ambassadors cooking recipes featuring Florida commodities and communications with consumers on produce availability and longevity charts as well as when to find Florida commodities on sale at their retail locations.

“Retail partnerships and promotions continue to be at the forefront in urging consumers to look for and choose local products when they shop,” Flugrath said. “We also launched the Florida Farm To You commodities list of farm-fresh Florida-grown products available from Florida producers and connecting them to buyers, food banks and consumers. We are also asking consumers to do their part to support Florida growers by looking for the Fresh From Florida logo and ask for Florida-grown products.”

Commissioner Nikki Fried also spoke with major retailers like Publix Whole Foods and Walmart asking them to stock more Florida-grown products. Recently Sprouts Farmers Markets a national chain with Florida locations indicated they would increase efforts to carry more Florida-grown items.

That should mean continued success for the program and good news to all of Florida’s growers.