The Sunshine State continues to be a produce winner in fall and winter

Working in Florida historically has been an important component of the produce sector in the United States. In addition to being a major growing area, supplying items like peppers, squash, eggplant, tomatoes and berries, the Sunshine state is the perfect gateway into the U.S. for products grown in South America and Central America.

Florida’s agriculture sector has more than a $132 billion economic impact across the state, while providing more than 2.2 million jobs and local sources of food.

Florida’s crop selection is very diverse with more than 300 different commodities and the Florida Department of Agriculture and Consumer Services’ Division of Marketing and Development has been championing Fresh From Florida products through increased promotions in recent years.

After all, demand for local produce continues to rise. The Florida Department of Agriculture and Consumer Services conducts surveys regularly to track consumer behavior. According to recent surveys, freshness, quality and taste are consumers’ primary motivations for buying local produce.

The Fresh From Florida label informs consumers that they are buying in-season produce from Florida. With that label comes the promise of fresher and more flavorful fruits and vegetables, as well as optimized nutritional value. The department also promotes the idea that seasonal eating encourages people to eat a diverse and more exciting diet.

The state’s reputation for high-quality, fresh produce remains strong, especially among consumers. The percentage of consumers willing to pay more for products labeled Fresh From Florida increased to more than 85 percent up from 75 percent pre-pandemic.   

Charlie Eagle, vice president of business and development for the Pompano Beach, FL-based Southern Specialities, is quick to point out Florida’s role in the company’s success for more than three decades.

R.C. Hatton Inc.— started by Roger Hatton and Paul Allen, operates on an 8,000-acre farm — is beside Lake Okeechobee, an area known for its rich and fertile black gold soil.  

“Protected by the warmth of the lake, the nutrient-rich soil is perfect for growing our green beans, corn, sugar cane — anything we decide to grow,” Allen said. “Also, during the winter, the lake creates a mild microclimate, and frost concerns are minimal, which allows for a long growing season and our famous, delicious sweet corn, green beans, and cabbage in the winter.”

Allen noted that the state has all kinds of organizations helping growers and looking out for their interests. One of those is the Florida Fruit & Vegetable Association, which is the state’s leading full-service specialty crop organization. Since 1943, the FFVA has promoted an array of crops, including vegetables, citrus, tropical fruit, berries, and more, with the mission to enhance Florida’s produce business and foster a competitive environment for producing and marketing these crops.

R.C. Hatton is also a member of the Sunshine Sweet Corn Farmers of Florida, Fresh From Florida, Florida Farm Bureau, Sugar Cane Growers Cooperative and the United States Sugar Corporation.

As the year comes to an end, Florida’s growers will be supplying retailers with avocados, Bell peppers, broccoli, cabbage, cauliflower, celery, eggplant, grapefruit, guava, lettuce, mushrooms, oranges, passion fruit and more.