Chef Justin Timineri representing Fresh From Florida at IFPA Global
Chef Justin Timineri representing Fresh From Florida at IFPA Global
Fresh From Florida is a marketing and outreach program run by the Florida Department of Agriculture & Consumer Services to promote Florida-grown agricultural products. Its goal has always been to help consumers identify and purchase fresh, seasonally and locally grown produce encouraging the use of the Fresh From Florida label, which supports local farmers and businesses.
This year, Fresh From Florida will return to the IFPA Global Produce & Floral Show to showcase the Sunshine State’s wide selection of fruits and vegetables.
“We want to connect retailers with our growers and highlight the benefits of partnering with Fresh From Florida on retail promotions,” said Susie McKinley, director, division of marketing and development for the Florida Department of Agriculture and Consumer Services. “Fresh From Florida has one of the strongest consumer marketing campaigns in the nation. We want retailers to harness the power of our widely recognized brand to drive sales of Florida produce.”
After all, with more than 1.3 million followers, Fresh From Florida has a broad consumer presence.
The Fresh From Florida team will be at booth No. 1245 where chef Justin Timineri and the retail team will offer live cooking demonstrations and provide samples of Florida produce.
“The Fresh From Florida booth will feature a wide variety of Florida-grown fruits and vegetables,” McKinley said. “It’s a great opportunity to engage with our retail team, explore partnership opportunities and enjoy some Florida-grown goodness. Chef Timineri is a certified executive chef, award-winning author, culinary instructor and media personality. As Florida’s state chef and culinary ambassador, he champions the importance of supporting local agriculture through his cooking.”
Recently, the Florida Department of Agriculture and Consumer Services has seen an increase in consumers interested in where their food comes from. In Fiscal Year 2024-2025, the Meet Your Florida Farmer video campaign received more than 15 million engagements. The videos featured real Florida farmers and directed consumers to FreshFromFlorida.com.
“On our website, consumers can explore and save recipes, learn about seasonality and sign up to join the Fresh From Florida Club,” McKinley said. “We also know consumers are looking to save on groceries, so Fresh From Florida will continue to promote Florida produce on cash back and digital coupon apps including ibotta and Shopkick.”
At the show, the team looks forward to sharing more about the Fresh From Florida Retail Incentive Program and how it partners with retailers to develop customized promotions.
“In addition, we look forward to highlighting the Florida commodities co-exhibiting with us and sharing recommendations for merchandising and promoting Florida produce,” McKinley said. “Networking is a vital part of the IFPA experience. It provides opportunities to strengthen existing relationships and build new ones with retailers, growers and industry leaders. These connections are essential for expanding the reach of Florida-grown products both domestically and internationally.”
When the show is over, a winning event will be measured by these opportunities.
“A successful show will result in sales for Florida growers, new partnership opportunities, meaningful engagement with attendees and increased awareness of the Fresh From Florida brand,” McKinley said.
