By Frank Giles
Specialty crop growers have a great story to tell and a wide variety of fruits and vegetables to offer consumers. From roadside stands to popular retail outlets, there’s many ways to market and sell produce.
Most states provide growers with an opportunity to join their special marketing programs. This year, Specialty Crop Grower will be featuring these programs and what they offer.
First up is the Fresh From Florida program. We asked Susie McKinley, director of the Division of Marketing and Development at the Florida Department of Agriculture and Consumer Services (FDACS), about the program.
Q-and-A
What is the Fresh From Florida program and who does it serve?
McKinley: Our department supports Florida growers with the widely recognized Fresh From Florida brand. A major component of the program is an annual advertising campaign that promotes Fresh From Florida products to shoppers during Florida’s peak seasons of fall, winter and spring. The advertising includes radio/podcasts, TV, digital display, social media, online shopping platforms, cashback apps, retail floor graphics, shopping cart advertising and more. The messaging encourages shoppers to look for the sunny logo and buy Fresh From Florida.
FDACS also partners with retailers to promote Florida produce in their stores using the Fresh From Florida brand. Through the Fresh From Florida Retail Incentive Program, retailers can customize promotions to include a combination of circular ads, in-store displays, merchandising, recipes, social media, sampling events and more. For information on sourcing Florida products or promotional opportunities, contact FDACS at RetailMKT@FDACS.gov or 850-617-7330.
How has the program grown over the years?
McKinley: The Florida Legislature created the Florida Agricultural Promotional Campaign in 1990 to increase consumer awareness and expand the market for Florida agricultural products. Since then, FDACS has grown Fresh From Florida into a worldwide brand through domestic and international retail partnerships and by creating impactful consumer advertising campaigns. Florida producers market their products by aligning with this established brand. Since 2012, brand awareness has increased from 40% to 88%, and Fresh From Florida followers have increased to nearly 1.2 million.
Specific Programs
What are some specific programs/benefits Fresh From Florida offers to farms that participate?
McKinley: FDACS has several opportunities to help growers increase business, including the Fresh From Florida Industry Membership Program. By joining the program, growers are eligible to use the Fresh From Florida logo and benefit from the widely recognized brand and advertising campaign. Some growers also qualify for partial reimbursement for packaging costs for fresh products that include the logo on packaging as part of the program.
Additionally, FDACS offers marketing opportunities to help growers promote their produce, such as the Fresh From Florida farmer selfie video campaign. This campaign offers growers the opportunity to film and submit selfie videos showcasing a day-in-the-life of a farmer or a behind-the-scenes look at what it takes to grow food. The FDACS team edits the video, adds the Fresh From Florida logo and shares it on social media platforms. With nearly 1.2 million followers, this opportunity is a powerful way to promote Florida-grown products, tell the story of the Florida farmer and connect with shoppers.
How do growers sign-up for the program?
McKinley: Growers can join the Fresh From Florida Industry Membership Program by completing an application and paying a $50 annual fee. For more information, contact the Florida Department of Agriculture and Consumer Services at IndustryMkt@FDACS.gov or 830-617-7399.
Is there anything else that you would like to add?
McKinley: If you want to learn more about seasonality, recipes and stay in touch with Fresh From Florida, then follow us on Facebook and Instagram @FreshFromFlorida.