The report from the field couldn't be better for Florida fresh produce. “This is prime time for spring produce from Florida,” said Lisa Lochridge, director of public affairs for the Florida Fruit & Vegetable Association in Maitland, FL. “Right now, vegetable crops being harvested in the Sunshine State include tomatoes, snap beans, sweet corn, cabbage, cucumbers, carrots, radishes, celery, squash, lettuce and other leaf vegetables. The citrus harvest continues, strawberry harvest has wrapped up, and blueberries are ramping up.”

Florida maintains a strong reputation for quality fresh items with good reason.Danny Johns of Blue Sky Farms in Elkton, FL, checks on progress of red potatoes in the field. (Photo courtesy of Florida Fruit & Vegetable Association) “Florida has so much in its favor when it comes to providing fresh, nutritious produce to the country for most of the year,” Lochridge told The Produce News. “Diversity is a key factor. Our climate allows us to produce dozens of fruits and vegetables in the dead of winter and spring when consumers in other parts of the country are digging out of the snow.”

Lochridge said Florida's fresh producers are savvy. “Growers in Florida are innovative and responsive to the marketplace. They have to be,” she commented. “They make every effort to stay in tune with consumer demand and trends, whether it’s changing tastes, variety, packaging or new ways to prepare their products.”

Florida's reputation is further bolstered by “Fresh From Florida” designation. “Our state 'Fresh From Florida' marketing program has been very aggressive in working to raise the profile of Florida produce in other states,” she went on to say. “Besides a targeted consumer advertising program, it gives retailers valuable tools to maximize exposure and promotion of fresh Florida produce.”

According to Lochridge, consumers are more curious than ever to know where their food is produced. “That’s great news for Florida specialty crop growers. It opens the door for them to talk about the crops they grow, how they grow them, and how nutritious and beneficial the food is,” she said. “Combined with technology and the use of social media, growers now have unprecedented opportunities to connect with consumers in new, innovative ways. And it’s paying off.

Because the definition of “locally grown” means different things to different people, the concept is evolving. “Here in Florida, we’re fortunate because our state produces more than 350 commodities, so just about everything we might want to buy would conceivably be local,” Lochridge stated. “In the Northeast in the dead of winter, that’s certainly not the case. Although consumers like the concept of locally produced food, they’re just as concerned about freshness, quality and value — all of which are hallmarks of Florida produce.”

Looking at production, she said weather didn't pose any significant obstacles to growers this season. “Florida was very fortunate in that we had a mild winter,” she said. “There weren’t any significant freezes causing widespread damage. Volume and timing were affected with some crops in some areas because of warm temperatures or heavy rainfall. But overall, the spring season is going well, and consumers will find fresh Florida produce in abundance.”

As is true in other areas, Florida growers continue to grapple with water issues. “You can’t talk about agriculture in Florida without talking about water,” Lochridge said. “Along with workforce, it’s the most important issue facing our growers. As Florida’s population continues to grow, demands for our finite water supply will increase. Our priority is to ensure that growers will continue to have access to the quantity and quality of water they need to keep growing food for America.”

Labor is also an issue. “Some areas have seen shortages of workers. Our organization is working with others as part of a national alliance to push for badly needed reforms to our broken immigration system,” she said. “Our growers need a solution that will ensure they can find reliable, skilled and hardworking employees now and into the future. Simply put, what we have now isn’t working and hasn’t for a long time.”

Lochridge provided on update on citrus greening. “Along with federal and state funding sources, industry has invested millions of dollars in research to try to get a handle on this devastating disease through measures such as heat therapy, best management practices, early detection and psyllid control,” she explained. “Just recently, Agriculture Secretary Tom Vilsack announced $30 million in funding for research projects related to greening. This disease has taken a huge toll on the industry, no doubt. But the work continues, and growers aren’t giving up.”