Florida Dept. of Ag champions Fresh From Florida
Florida Dept. of Ag champions Fresh From Florida
Fresh From Florida brand recognition continues to grow with nearly 1.2 million followers across its social media platforms. The advertising campaign drives consumers to FreshFromFlorida.com to learn what Florida products are in season and explore hundreds of delicious recipes featuring Florida-grown products.
For instance, Chef Justin Timineri, Florida’s culinary ambassador, develops recipes, conducts cooking demonstrations at trade shows and provides educational content to Fresh From Florida club members. Consumers are also invited to follow Fresh From Florida on Facebook and Instagram to stay updated on seasonal produce, recipes and the latest news.
Florida’s agriculture industry is a powerhouse with 44,400 farms producing more than 300 commodities. In 2023, Florida ranked first in the United States in the value of production for floriculture, Valencia oranges, sugarcane, watermelons and sweet corn. The state ranked second in value of production for bell peppers, strawberries, field-grown tomatoes and non-Valencia oranges. Florida ranked third nationally in cabbage and grapefruit. These commodities highlight the diversity and strength of Florida’s produce sector.
Susie McKinley, director, division of marketing and development for the Florida Department of Agriculture and Consumer Services, noted Citrus Under Protective Screens (CUPS) is an exciting and innovative method that Florida citrus growers have started to implement in recent years to combat citrus greening.
“By creating a protective barrier around the trees, CUPS prevents pests like the Asian citrus psyllid from causing damage, leading to healthier trees and higher-quality fruit,” she said. “This groundbreaking approach significantly reduces the need for pesticides, benefiting both the environment and the industry. With its transformative potential, CUPS is reshaping the citrus industry and setting a new standard for sustainable agriculture.”
Success for Florida growers comes from a deep commitment to provide top quality, fresh produce to shoppers. The Florida Department of Agriculture and Consumer Services promotes Fresh From Florida produce to shoppers during peak season through TV, radio, digital, social and print advertising, coupon apps and more.
“This annual advertising campaign focuses on seasonality so that shoppers know when Florida produce is available in stores and encourages shoppers to look for the sunny Fresh From Florida logo,” McKinley said. “Growers that are members of the Fresh From Florida Industry Membership Program can include the logo on their packaging so that shoppers can clearly identify the products from Florida. That way, Florida growers benefit from the advertising campaign and widely recognized brand.”
This season, along with the traditional consumer advertising, Florida produce will be featured on grocery cart ads and floor talkers in produce sections of various retailers. This messaging reinforces the brand to consumers while they are in-store and actively shopping.
“Additionally, we have successfully featured produce on coupon apps the past few years, including Ibotta, Checkout 51 and most recently kick-start, and will continue to utilize these platforms to increase sales of Florida produce in 2025,” McKinley said.
Florida has an attractive offering of popular crops on the horizon. Between now and July, there are consumer favorites such as Florida blueberries, sweet corn, cantaloupe and watermelon.
“Dinner plate staples such as Florida potatoes, snap beans, and squash are available through June,” McKinley said. “Florida bell peppers, celery, cucumbers, tomatoes and radish are also in season all of which add color, crunch and flavor to any salad.”
Florida produce is known for its great flavor and its unique seasonal availability. By harvesting produce during the winter and spring months, Florida growers provide a reliable and diverse supply of fresh fruits and vegetables to retailers.
“Within a matter of days, Florida produce is picked, shipped and on store shelves all along the East Coast,” McKinley said. “Additionally, Florida growers collaborate with leading research institutions like University of Florida’s Institute of Food and Agricultural Sciences to improve flavor, appearance, resilience and other attributes of their crops.”
The Florida Department of Agriculture and Consumer Services partners with grocery retailers on developing promotions and provides monetary incentives to those who participate in the Fresh From Florida retail promotion program.
