Opinion: Proud To Promote Florida’s Home-Grown Goods
May 27, 2012 
Florida produces nearly 300 commodities during its year-round growing season. With fresh fruits and vegetables and vibrant aquaculture, horticulture, and viticulture, Florida has something for everyone to enjoy.
At the Florida Department of Agriculture and Consumer Services, we promote Florida agricultural products across the state and throughout the world, carrying the message to consumers that the best products come from Florida.
The department increases awareness of the state’s commodities through the Fresh From Florida program, a marketing initiative designed to help the public easily identify Florida products through advertisements, retail promotions, packaging, partnerships, trade events, and social media.
The Fresh From Florida brand targets consumers directly through a multifaceted advertising campaign. Through television, print, radio, and billboards, we seek to create a positive image of the Florida farmer and urge consumers to buy Fresh From Florida products.
We also reach consumers at the point of purchase through retail stores. We’ve established partnerships with more than 42 retailers, representing 11,000 individual retail stores globally, to promote Fresh From Florida products through in-store circulars, in-store displays, and product sampling.
Unique Connections
Recently, we expanded beyond traditional retail partnerships to reach even greater audiences, including children. Fresh From Florida partnered with Legoland Florida to create an experience where children can learn where their food comes from and the importance of a nutritious diet. This spring, Legoland Florida opened the Fresh From Florida Greenhouse, which teaches visitors about the importance of agriculture by showcasing different stages of the growing process. Other unique partnerships include the Epcot International Flower Festival, where Fresh From Florida members display their products and allow the public to learn about Florida commodities from the producers themselves, and Florida Citrus Sports, which featured Fresh From Florida products in their annual bowl parade.
Digital Domains And Beyond
Social media platforms, such as Facebook, Twitter, and blogs, allow us to engage with consumers on a deeper level. We’re not just promoting Fresh From Florida products, we’re also offering recipes that feature in-season commodities, educating consumers about Florida’s harvest seasons, and keeping them up to date on Florida produce news and specials. Social media’s share features enable consumers to help us spread the word by sharing information of interest to their own online communities.
Our marketing efforts have proven successful. We have seen an increase in awareness and demand for Florida-grown commodities on both the national and international level, boosting sales for Florida farmers, ranchers, and growers, and generating revenue for the state. Last year’s advertisements earned 13 billion consumer impressions. Missions to international markets and our presence at international trade shows resulted in the expansion of Florida agricultural sales to new markets, including Peru and India. Fresh From Florida products are now served in more than 120 countries. Despite this difficult economic environment, Florida agriculture grew by nearly $150 million in cash receipts last year, creating 5,000 jobs for Floridians and $20 million in tax revenues.
The Florida Department of Agriculture and Consumer Services is dedicated to supporting Florida’s agriculture industry in many ways, including marketing initiatives. It is our goal to ensure that agriculture maintains its position as the strongest sector of Florida’s economy, generating $100 billion in economic impact for our state.
To be a part of the Fresh From Florida program, visit
FreshFromFlorida.com.
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