New Deals Pump Up Florida’s Global Grid Program
May 19, 2011 The Florida Department of Agriculture and Consumer Services (FDACS) announced expansions to its international marketing efforts. Retailers Forum and Östenssons in Sweden and Cold Storage and NTUC FairPrice in Singapore join more than three dozen other chains that partner with the Department to spotlight Florida agricultural products.
The Department is in its eighth year of helping Florida growers market their products around the world through its “Global Grid” program. Participating grocery chains agree to purchase Florida products and use the “Fresh from Florida” logo in ads and point-of-sale materials. Over the last 8 years, the number of retail partners in “Global Grid” has grown to include 42 chains and more than 11,000 stores. In 2011, the Department’s entire retail marketing program is expected to create over 4,200 jobs, generate more than $125 million in additional sales for Florida farmers and contribute nearly $17 million in tax revenues.
The Department has focused on retail marketing campaigns for more than a decade, building strong relationships with buyers and building sales opportunities for a variety of agricultural producers. In 2011, Florida retail marketing campaigns will reach consumers in the United States and 17 other countries. International exports of Florida agricultural products routinely reach 120 markets worldwide.
In Sweden, the Department has been working with Swedish distributor Everfresh to promote fresh Florida grapefruit. Following this year’s promotion, which included free samples and special signage and bin wraps, grapefruit sales at the grocery chain Forum improved more than 300% over last year.
In Singapore, the Department is working with the distributor Growers Fresh to promote fresh Florida Valencia oranges and Florida Natural citrus juice. Thirty nine Cold Storage stores and 80 NTUC FairPrice stores are participating in the promotion, giving the Department the opportunity to examine customer responses to the promotional items and explore consumer interest in other Florida commodities, including sweet corn, strawberries and blueberries.
The Swedish and Singaporean grocery chains join 38 chains around the world that are working with the Department to promote Florida products. Two long-term partners include Waitrose in the United Kingdom and PriceSmart in Central America and the Caribbean.
Promotions at PriceSmart have resulted in sales increases for Florida cauliflower, celery, bell peppers, lettuce, tangerines and Florida Natural citrus juices. Since 2003, Florida strawberries have experienced increased sales of more than 550% in the following countries with PriceSmart stores: Aruba, Barbados, Dominican Republic, Jamaica, Nicaragua, and Trinidad and Tobago.
The Department’s five-year partnership with Waitrose continues to place “Fresh from Florida” products at the reach of millions of shoppers throughout the United Kingdom. Since the partnership began, exports of Florida sweet corn to the U.K. have increased from $1.9 million to $3.8 million, and pink grapefruit exports have increased from $2 million to $4.5 million.
Grapefruit promotions in South Korea have also been very successful. Exports increased from around 75,000 cartons in 2009 to 226,000 cartons in 2011, a $1.5 million increase in cash receipts for farmers. This spring, Florida grapefruit is being featured in in-store ads and taste tests at three major Korean supermarket chains, Hyundai department store, Shinsegae E-mart and Lotte Mart.
Source: FDACS news release
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