Bureau of Development and Information
Division of Marketing and DevelopmentFlorida Department of Agriculture and Consumer Services
2007-2008 Overview of Activities
Florida Agricultural Promotional Campaign
The Florida Agricultural Promotional Campaign (FAPC), commonly referred to as “Fresh from Florida,” is a promotional program designed to enhance the image and increase sales of Florida agriculture. The campaign helps both domestic and international consumers easily identify agricultural products grown and produced in the state. It also works to increase public awareness of the importance of Florida’s agricultural industry.
There are two levels of FAPC membership: paid and non-paid. There is a $50 annual fee for paying members. This category includes producers, packers, re-packers, processors, brokers, shippers, co-ops, agriculture supporters and industry associations/organizations. Non-paying members include retailers, food service, non-profits, wholesalers and educational and governmental organizations.
Members receive a number of benefits including use of the “Fresh from Florida” logos, the opportunity to participate in industry trade shows at a reduced cost, point-of-purchase materials to help promote their Florida agriculture commodity, and the chance to participate in the Logo Incentive Program. The Logo Incentive Program enables members to offset a portion of their costs on packaging, cartons, labels and business vehicles while promoting “Fresh from Florida” commodities. Members may be reimbursed up to $2,000.
FAPC has several commodity-specific “Fresh from Florida” logos that promote Florida-grown fruits, vegetables, seafood, horticulture, viticulture, organic, apiary, dairy, livestock and other specialty products. Using the FAPC logo helps consumers easily identify Florida-grown products and automatically ties members into inclusive media advertising touting Florida agricultural products. The Department has also created logos for international buyers and consumers. These include “from Florida” and “from Florida USA” logos for value-added products.
The Department is continually working to develop marketing strategies to assist in the promotion of Florida’s agricultural products in both the U.S. and abroad. Now in its 18th year, FAPC has successfully led to increased sales and public awareness of Florida’s agricultural industry and its vital importance to the state’s economy.
“Fresh from Florida” Magazine
The FAPC magazine “Fresh from Florida” is published twice a year. This glossy, full-color publication promotes Florida’s agricultural industry through feature articles on members and industry-sponsored events, educational information relating to the state’s present and future farmers, and seasonal articles on specific commodities. The magazine also includes recipes and articles promoting better nutrition from the Department’s executive chef. The publication is distributed to all FAPC members, national and international produce and seafood buyers, attendees at trade events and other agribusiness industry professionals.
“Xtreme Cuisine” Cooking School
With the number of overweight and obese youth climbing each year, health and fitness issues are at the forefront of today’s news. To address these issues, the Division of Marketing and Development created the “Xtreme Cuisine” curriculum to teach Florida youth how to prepare nutritious and tasty treats. The cooking classes also teach kids how Florida produce provides vitamins and minerals that can help prevent heart disease and other obesity-related illnesses. In addition, students learn the dangers caused by excessive amounts of salt, sugar and fats in their diet.
Throughout the year, Florida students from around the state have learned about the “Xtreme Cuisine” concepts. Through Florida Farm Bureau offices, 4-H programs, public and private schools and other youth settings, students are learning how to make their own healthy snacks by using “Fresh from Florida” products and other nourishing ingredients. The “Xtreme Cuisine” cooking classes were introduced to 1,181 students in 17 Florida cities during 2007-2008.
Children’s Agriculture Book
As part of Agriculture Literacy Day, the Department and the non-profit organization Florida Ag in the Classroom teamed up to publish a special book for children titled “These Florida Farms!” The rhyming book follows a guide and two children as they visit different farms around the state, highlighting commodities from Florida. “These Florida Farms!” was written and illustrated by the Division of Marketing and Development employees. The book was read to more than 86,000 elementary school students around the state on April 10, 2008.
Agriscience Education Leadership Program
The Agriscience Education Leadership Program was created in an effort to make the Agriscience and Natural Resources field more desirable to teachers and to encourage more students to take agriscience courses. The Department and the Florida Department of Education created the training program to allow Florida’s agriscience teachers to develop and improve their leadership skills and knowledge of current agricultural production.
Participants consist of agriscience teachers and supervisors from different counties in the state who have at least three years of experience. These participants were nominated by their school district’s superintendent and then selected by a special committee based on application information and essay answers.
With the Agriscience Education Leadership Program, teachers can expand their curriculum to include all components of agriculture. The program also allows them to refine their leadership skills in order to provide quality education for students. In 2007 and 2008, the group met six times and traveled to more than 50 different sites relating to agriculture, from the Department’s offices to strawberry fields. The training and education the teachers receive lays a strong foundation and understanding about Florida agriculture that students can build on and appreciate.
Ethnic Marketing Campaigns
A variety of research projects are conducted annually which deal with consumer preferences, operations intelligence, product development, client requests, and market testing programs.
The bureau has developed internal expertise in designing and implementing survey instruments, compiling findings, and producing executive reports and summaries. Numerous studies have been conducted not only in the United States but also in international markets, including Canada, the United Kingdom, and India.
Surveys and focus groups are routinely incorporated into studies to gauge consumer and product acceptance levels, expand insight into the market, and clarify the most effective approaches to advertising and information campaigns.
These efforts assist a cross section of agricultural partners and industries. The collection of intelligence helps us gain insight into unknown markets. This research helps to determine the risk and feasibility of launching products into new areas.
Ethnic Marketing Campaigns
The Division of Marketing and Development is continually working to educate minority groups on the major health risks that affect them. It also strives to provide these groups with the necessary tools to combat obesity and other related illnesses. This health initiative encourages daily exercise and the increased consumption of fresh fruits and vegetables.
In May 2008, the Department participated in the Universal Sisters Health Conference in Jacksonville. The conference was designed to celebrate women of color and educate them on the significance of preventative health care. Marketing representatives from the Department created a “Fresh from Florida” farm store display that included fresh fruits and vegetables. A number of conference visitors also received a shopping bag full of fresh produce. Approximately 700 women attended the event.
This year the Department planned a new “Fresco de la Florida” Hispanic marketing campaign. The new promotional campaign reflects the values of the Hispanic community and will portray the “Fresco de la Florida” logo as a symbol of Florida agriculture. To understand Hispanic consumers’ preferences for fruits and vegetables, marketing representatives conducted a survey in Hispanic communities in Miami, Orlando, Quincy and Tallahassee.
In May 2008, the Department began an internet promotion to encourage eating Florida fruits and vegetables during Hispanic holidays like Cinco de Mayo, Quinceañeras, Día de la Independencia as well as others. Advertisements for Florida products were placed on several websites with a large number of Hispanic readers.
An agriculture-themed song was also created for consumers and industry representatives to enjoy. The song, available in both English and Spanish versions, is called “Fresh to You” or “Fresco Para Ti.” The song portrays agriculture as a healthy source of life for everyone. The Hispanic version of the song was edited for a 60-second radio promotion that ran on the Florida News Network’s Hispana Radio Network. The songs are available for downloading on the division’s web site.
Culinary Promotions
Award-winning chef Justin Timineri serves as the culinary ambassador for the state of Florida. His job as executive chef is to promote Florida’s freshest commodities by creating new recipes, attending trade events, performing cooking demonstrations and educating children on the value of health and nutrition. He supports Florida’s agricultural industry by creating healthy, modern-style dishes that reflect the state’s diverse population. Chef Justin’s philosophy is that cooking should always be fun, simple and flavorful.
In 2008, Chef Justin and the Department produced and published a cookbook filled with fresh and simple recipes using Florida agricultural products. The book is a collection of seasonal recipes grouped as Spring Treats, Summer Days, Fall Favorites and Winter Warmers. It also includes a section on Florida wines with pairing suggestions.
To share Chef Justin’s love of food with a larger audience, the TheFloridaChef.com web site was created. On the web site, consumers can read articles about Florida products, download Chef Justin’s recipes and find out where he will be doing his next demonstration.
Advertising Campaigns
From November 18 to December 1, 2007, visitors to Times Square Plaza in New York City got an eyeful of fresh Florida favorites. Four 15-second video advertisements aired regularly on the CBS “Super Screen” at 42nd Street between Seventh and Eighth avenues. The promotions featured holiday wreaths and trees made up of fresh fall produce items, incorporating the holiday messages of “Savor the Season” and “Healthy Holidays.” An estimated 1.5 million people passed by the screen daily and the videos played during the world-famous Macy’s Thanksgiving Day Parade. The spots were also broadcast by cable television affiliates throughout Florida from Thanksgiving until the end of December.
There were three different “Fresh from Florida” advertisements created to run in print publications during the year. Each ad had two versions, with one targeting consumers and one targeting industry representatives. The ads appeared more than 15 times in different publications between December 2007 and May 2008.
The Department regularly ran ads on a digital billboard in Tallahassee, which featured a new “Fresh from Florida” message every two to four weeks. Messages were also featured on 15 tollbooth signs located along the Florida Turnpike in Orlando, Leesburg and Golden Glades.
Retail Campaigns: Global Grid and Winner’s Circle
For five straight years, retail campaigns “Global Grid” and “Winner’s Circle” have been promoted in more than 10,000 stores worldwide. These outstanding numbers demonstrate the commitment level of the Department in assisting Florida’s agricultural producers retain sales in both domestic and international markets.
“Global Grid” has become the largest retail operation conducted by the Department, with more than 9,000 stores worldwide. As a result of the program, exports of fresh Florida fruits and vegetables to Canada have soared; before the campaign began, exports from the state to Canada were $291 million while in 2007 they totaled $479 million. Individual store advertisements have also increased during that same period, rising from 22,000 in 2002 to 305,000 in 2007-2008.
During its eighth year, “Winner’s Circle” remained focused on Florida retailers and surrounding states and included 1,744 stores this year. The program continues to stress the earlier successes of similar retail campaigns of previous years. Approximately 93,000 individual store advertisements were generated this year, the highest level achieved so far in this campaign.
Between November 2007 and May 2008, the two retail campaigns combined included 11,204 stores with 41 retail partners. More than 12.3 billion consumer impressions were generated from store advertisements. The geographic areas the campaigns covered include 44 U.S. states, three Canadian provinces, 11 Central American and Caribbean nations and the four regions of the United Kingdom. Retail sales totaled an estimated $700 million, producing approximately $128 million in cash receipts for Florida farmers, creating more than 4,000 new Florida jobs, and adding $16 million indirectly to local and state budgets.
Trade Events
In October 2007, marketing representatives from the Department attended Anuga, the world’s largest food show, in Cologne, Germany. Two Florida businesses also traveled to the event to showcase their products at the “Fresh from Florida” pavilion. More than 163,000 visitors attended the event, up three percent from the latest Anuga in 2005.
Marketing representatives also traveled to Houston, Texas in October 2007 to attend the Produce Marketing Association’s (PMA) Annual Convention and Trade Event. Nine Florida organizations, from producers and growers to associations, attended and displayed products in the “Fresh from Florida” pavilion. Executive Chef Justin Timineri and Development Representative Tom Thomas performed cooking demonstrations at the pavilion as well. PMA drew more than 16,000 attendees from 58 different countries and more than 3,000 industry buyers.
The 83rd Annual Canadian Produce Marketing Association (CPMA) Convention and Trade Show was held in Calgary, Canada in May 2008. The event is Canada’s largest fresh produce show. Members from the Department and three Florida producers and growers attended the event. The show is a good opportunity for businesses looking to market their agricultural products in Canada. More than 3,000 visitors attended CPMA.
United Kingdom Report
With an incredibly strong economy, the United Kingdom is an international financial center as well as a global trading powerhouse. Multiyear retail marketing campaigns -- with more than 180 stores of Waitrose, Ltd., and more than 300 stores of ASDA -- throughout the United Kingdom have resulted in millions of dollars in sales for Florida producers.
To offer more insight and information to Florida’s agricultural producers wishing to enter the U.K. consumer market, the Department published a 40-page report titled “Exporting: United Kingdom Report.” The report came after extensive research done by the Division of Marketing and Development in the U.K. to determine consumer behaviors and attitudes toward imported fruits and vegetables. According to the study, there is great potential for the success for Florida products in the U.K.
One-on-one consumer surveys, taste tests and focus groups were the methods used to gather the necessary data for this report. Researchers targeted affluent customers in three of the U.K.’s major cities: London, Edinburgh and Dublin. A total of 380 consumer surveys were completed. The report contains detailed geographic, economic and demographic information about the U.K. It also provides profiles of the region’s major grocery retailers, Waitrose, ASDA and SuperQuinn.
International Marketing
The Department is regularly conducting trade missions and attending events in foreign countries in conjunction with the Southern United States Trade Association (SUSTA). SUSTA is a non-profit program funded by the United States Department of Agriculture that aims to increase exporting of Southern United States food and agricultural products. The long-term strategy of these missions is to create awareness of Southern U.S. food products and to increase knowledge of trading between the U.S. and foreign countries. This year the Department participated in SUSTA activities in South Africa, India, Eastern Europe, Turkey and Saudi Arabia.
South Africa: In September 2007, representatives from Florida participated in the Cape Town Orchid Society Expo as a way to promote Florida orchids and floriculture while building upon the relationships developed in previous years. The long-term goals for this market are to establish relationships between floriculture importers and exporters and to open markets to this region. In addition to relationship-building, identifying key government officials and becoming familiar with trade barriers have been very important in exploring the potential of this market.
India: In 2007, the Department participated in the India IFE trade show. India IFE is the principle food, drink and hospitality industry event for the subcontinent. India is an important market for many companies as it has the world’s second fastest-growing economy. In 2008, it is estimated that India’s grocery retail market will be worth $277.81 billion and the food and beverage sector will be worth $110 billion. Florida will again attend the India IFE show in 2008 and since participation from U.S. companies is growing, there are plans to have a U.S. pavilion sponsored by the USDA’s Foreign Agricultural Service office in New Delhi.
Eastern Europe: Representatives from the Department attended trade events in Budapest, Hungary, and Brno, Czech Republic, to test the market and determine the potential for trade between companies in the U.S. and Eastern Europe. The IFE Foodapest event in November 2007 in Hungary drew approximately 3,500 visitors. SUSTA had a booth with products from nine U.S. companies on display. Another trade event, Salima, was held in March 2008 in the Czech Republic and is the largest food show in Central and Eastern Europe. SUSTA’s booth displayed food products from seven U.S. companies. The Department will look more at marketing research in Eastern Europe to determine the products that would be appropriate for exporting in the upcoming year.
Turkey: In February 2008, a Department representative traveled to Antalya, Turkey, for the Anfas Food Product Fair. Anfas is the largest food trade event in Turkey with more than 35,000 visitors from 22 countries. Consumers in Turkey are open to different tastes and see U.S. products in a positive light. There is a growing demand for diet foods, healthy products and frozen foods in the country. Six U.S. companies sent products to be showcased at the event. The long-term goals for this market are to locate importers and to identify demand for products from the Southern U.S. region.
Saudi Arabia: There was a SUSTA mission to Jeddah, Saudi Arabia, in May 2008. The Food Arabia event focused on fresh, frozen and other value-added food products. A marketing representative from the Department was on hand to work with Florida exhibitors and facilitate meetings with buyers. The country is a $6 billion import market for agricultural and food products.
Reverse Cattle Trade Mission
The Department is continually working to attract international cattle buyers. Florida’s beef cattle breeds are well-suited to many areas of Central and South America because they show little or no effects from extremely high temperatures. These cattle have adapted to tropical and subtropical climates, making them desirable to cattlemen from countries with similar climate conditions.
In May 2008, a group of potential buyers from Guatemala traveled to Florida to meet with cattlemen from around the state. The purpose of this reverse trade mission was to foster communication between the two groups. Throughout several days, the potential buyers visited ranches and drove through agricultural production areas. They also met with other U.S. producers to learn about issues dealing with production and trade. This important reverse trade mission allowed established relationships to be strengthened and new contacts to be made. The Guatemalan group also made arrangements to purchase a number of Senepol cattle.
Thoroughbred Horse Missions
Florida is home to some 600 Thoroughbred farms and training centers, with more than 75 percent of these located in the Ocala/Marion County area. These farms, training centers, breeding and racing stock create an economic impact estimated at $1 billion annually.
The Department continues to attract international buyers by conducting trade missions from Florida and hosting reverse trade missions into the state. Trade contacts initiated by the Department have resulted in more than $3.5 million in Florida horse exports. This number is expected to grow as Florida marketing representatives continue to facilitate trade missions with foreign buyers. During the past year, the Division of Marketing and Development sent an equine trade mission to Ireland and conducted reverse trade missions for delegations from Korea, Italy, Canada, England and Ireland. These missions were co-hosted by the Florida Thoroughbred Breeders’ and Owners’ Association, with the purpose of educating foreign buyers on the quality and value of Florida’s equine industry.
Reciprocal visits from contacts made during the Irish mission are scheduled for August 2008 and April 2009 horse sales. Past mission attendees from Korea, Italy, Canada and Britain are expected to return during those times.
