Bureau of Development and Information

Division of Marketing and Development
Florida Department of Agriculture and Consumer Services

2009-2010 Overview of Activities

The Florida Agricultural Promotional Campaign (FAPC), often 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 nonpaid. There is a $50 annual fee for paying members. This category includes producers, packers, repackers, processors, brokers, shippers, co-ops, agriculture supporters, and industry associations/organizations. Nonpaying members include retailers, food service, nonprofits, wholesalers, and educational and governmental organizations.

Members receive a number of benefits including the usage of “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, company listings on the online “Ag Product Search” website, and the chance to participate in the Logo Incentive Program. The purpose of the Logo Incentive Program is to provide members with the opportunity to offset a portion of their printing costs on packaging, cartons, labels, and business vehicles while promoting “Fresh from Florida” products. Members may be reimbursed up to $2,000.

The Department is continually working to develop marketing strategies to assist in promoting Florida’s agricultural products in the United States and abroad. Now in its 20th 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 agriculture 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. Ten thousand copies of each issue are printed and 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

Childhood obesity has more than tripled in the last 30 years, and many of those children are contracting type-2 diabetes, heart disease, and other diseases previously seen only in adults. Consequently, health and fitness issues are at the forefront of today’s news. To address these issues, the Division of Marketing and Development developed the “Xtreme Cuisine” curriculum to teach Florida youth how to prepare nutritious and tasty treats using Florida fruits and vegetables, whole grains, low-fat dairy products, and lean meats. 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 fat in their diet.

In 2009 and 2010, Florida youth workers taught “Xtreme Cuisine” concepts to 2,720 students in 17 cities. 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” Chef Demo Contest was held to offer students an opportunity to learn advanced cooking techniques, prepare recipes, and spend a complimentary session with Chef Justin Timineri. Students made fruit sushi, guacamole dips, and fruit kabobs. They also played “Start Farmin,” a life-sized board game developed for agri-science youth events.

Agriscience Education Leadership Program

In 2009 and 2010, 14 agriscience teachers and supervisors met six times and traveled to more than 50 different sites relating to agriculture. The participants expanded their understanding of Florida agriculture and natural resources, and in return were able to expand their curriculum to include all components of agriculture.

Through the Agriscience Education Leadership Program, the Department familiarizes Florida’s teachers and supervisors with the complexity and diversity of Florida’s agricultural system so they can spread the industry’s vision throughout their schools. This unique hands-on program promotes a greater understanding of the agricultural industry and its careers, professional development, networking, and leadership. It encourages teachers to build working relationships with the industry across the state; it also encourages teachers to continue teaching agriscience education.

The Florida Department of Agriculture and Consumer Services and the Florida Department of Education created the training program nine years ago. Participants are nominated by their school district’s superintendent and then selected by a special committee based on application information and essay answers.

“Fresh From Florida Kids”

Fiscal year 2009-2010 marked the third year of the “Fresh From Florida Kids” program. The campaign was created to introduce fresh, healthy foods at an early age to help infants and toddlers develop a preference for fresh foods rather than processed foods. The campaign also focuses on helping mothers learn how to quickly and easily prepare healthy baby foods using fresh Florida fruits and vegetables.

The program is divided into three phases over two and a half years. Each phase represents a child’s eating behavior, spanning from six months to three years old. Parents are surveyed at the end of the program, which helps to evaluate its success. Plans for 2010-2011 include expanding the program to provide information for parents of children up to age six.

The web site www.FreshFromFloridaKids.com helps parents learn about healthy baby foods. This site contains more than 100 recipes, cooking and storage tips, and detailed health and nutrition information for both children and parents.

African-American Health and Nutrition Campaign

The Department participated in the annual Speaking of Women’s Health and Universal Sisters events in Jacksonville. Both conferences are designed to celebrate women of color and educate them about preventative health care. The events address the unique health concerns of women of color. Local television station WJCT, Baptist Health, the Women of Color Cultural Foundation, and “Fresh from Florida” were among the contributing sponsors of the event. The conference featured keynote speakers, small group sessions, and free health screenings in an effort to provide vital health information related to women of color. More than 1,500 conference participants and exhibitors received a “Fresh from Florida” shopping bag full of fresh produce.

Division staff attended the Florida Classic Fan Fare in November 2009 to further promote health and wellness among minorities. The Florida Classic Fan Fare is the annual event held just before the football game between Florida Agricultural and Mechanical University and Bethune-Cookman University. Each year the event brings more than 70,000 fans to the Florida Citrus Bowl in Orlando.

Hispanic Health and Nutrition Campaign

In 2009 and 2010, the Department printed Florida agricultural products brochures in Spanish to be distributed at Hispanic events and retail stores. A bilingual activity book for children was also created and distributed to migrant student educational programs throughout Florida. The “Flavorful Seasons” cookbook was translated to Spanish and made available online at the www.Florida-Agriculture.com web site.

As part of the Hispanic outreach program, a soccer-themed promotion called “Somos tu gran fuente de rendimiento” was created. This translates to “We’re your great source of endurance.” The campaign encouraged Hispanic soccer fans and athletes to consume Florida produce before and after games as a way to improve their endurance.

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 products by creating new recipes, attending trade events, performing cooking demonstrations, and educating children about 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 February, the Department was a sponsor at the South Beach Wine and Food Festival’s “Fun and Fit as a Family” event. Chef Justin served samples of fruit and vegetable sushi to thousands of attendees and conducted cooking classes for children at the event.

In March, Chef Justin conducted cooking demonstrations at the Publix Apron’s Cooking Schools in Jacksonville, Tampa, Sarasota, and Boca Raton. Florida agricultural products brochures were also available at Publix stores in Florida during the month.

The Department’s culinary program assists Florida agriculture producers by promoting fruits, vegetables, seafood, and value-added products from Florida. Chef Justin is able to highlight these quality ingredients at local, state, national, and international events, thereby leading to increased interest in purchasing Florida agriculture products.

Advertising Campaigns

There were nine different advertisements that ran in a variety of consumer and industry publications, as well as online websites, throughout the year. The ads were created to target consumers and industry audiences at the same time. The print ads appeared 21 times, while the online ads ran 16 times, for a total of 28 ads in the 2009-2010 fiscal year.

A football-themed radio advertisement was created in 2009 that ran on sports radio networks during Florida State University, University of Florida, University of Miami, University of Central Florida, and University of South Florida games. The 30-second spot promoted Florida’s “top picks” of fresh fruits and vegetables and captured more than 14 million consumer impressions.

Social Media Outreach

In 2009 the Division of Marketing and Development created a number of online profiles and content to connect with a broad group of both consumers and industry representatives through social media. In 2009-2010, the social media networks allowed the Department to reach more than 10,000 consumers and industry professionals.

The “Fresh from Florida” blog at http://freshfromflorida.wordpress.com is used to promote members of the Florida Agricultural Promotional Campaign (FAPC), let consumers know when products are in season, share recipes and cooking tips, and bring attention to important issues related to Florida agriculture.

The Florida agriculture Facebook page at www.facebook.com/FloridaAgriculture is used to routinely interact with supporters of Florida agriculture by sharing photos and news, as well as asking and answering questions.

Twitter, the popular microblogging web site, has been utilized by the “Fresh from Florida” program to share news and information with a large group of consumers and people in the agriculture industry across the country. The “Fresh from Florida” Twitter page can be found at www.twitter.com/freshfromFL.

Retail Campaigns: Global Grid and Winners Circle

For the seventh straight year, retail campaigns “Global Grid” and “Winners Circle” have involved more than 10,000 stores worldwide. This level of penetration in the retail sales environment is unprecedented and demonstrates the Department’s commitment and capability to assist Florida’s agricultural producers in retaining and expanding sales in domestic and international markets.

“Global Grid” is the largest retail operation conducted by the Department, with more than 30 retail partners representing more than 10,000 stores worldwide. Known as “Northern Exposure,” “PowerGrid,” and “Storming Across North America” in past years, this program tops the more than 200 marketing enterprises conducted by the Department each year to generate sales and advertising impressions. Retaining a strong presence in the United States and Canada is of primary importance. Measuring results is critical to managers, and exports of fresh Florida fruits and vegetables to Canada have soared with “Global Grid.” Prior to launching the retail campaign, exports of fresh fruits and vegetables from Florida to Canada totaled $291 million and were growing by a few percent each year. By 2009, Florida agriculture exports totaled $623 million. In addition, store ads have skyrocketed in Canada as well, from a few thousand to more than 110,000 in 2009. Total individual store advertisements generated by the Department’s retail campaigns began with 22,000 in 2002 to more than 362,000 during the 2009-2010 program year.

Finishing a 10th year, “Winners Circle” remains focused on retailers in Florida and surrounding states and included 1,784 stores this year. The program continues to stress the earlier successes of similar retail campaigns like “Chill It or Grill It,” “Greetings from Florida Farmers,” and “Farmer’s Express.” Approximately 120,000 individual store advertisements were generated in 2009-2010.

Between November 2009 and May 2010, the combined campaigns included 11,818 stores with 37 retail partners worldwide. More than 11.5 billion consumer impressions were generated from store advertisements. The geographic areas covered include 44 U.S. states, three Canadian provinces, 11 Central American and Caribbean nations, South Korea, and the United Kingdom. Estimated sales generated amounted to $132 million in farm-gate cash receipts for Florida farmers, creating more than 4,400 new Florida jobs and adding $17.8 million indirectly to local and state budgets.

Trade Events

PMA: Marketing representatives traveled to Anaheim in October 2009 to attend the Produce Marketing Association’s (PMA) Annual Convention and Trade Show. Six Florida companies, consisting of growers, packers, distributers, producers, and associations, attended and displayed produce in the “Fresh from Florida” pavilion. PMA drew more than 18,500 attendees from 50 countries and featured more than 800 international exhibitors.

Anuga: In October 2009, marketing representatives from the Department attended Anuga, a trade event in Cologne, Germany. At the event the Department hosted two Florida businesses that showcased their Florida juice products at the “Fresh from Florida” pavilion. More than 150,000 visitors attended the event, which featured over 6,500 exhibitors from around the world. While the event takes place in Cologne, the majority of exhibitors (5,548) and visitors (93,909) are from countries outside Germany.

IPM Essen: The division partnered with International Pflanzenmesse (IPM) horticulture trade shows in Essen, Germany, and Dubai, United Arab Emirates, in January and March 2010. Florida companies Foremostco and Manuel Diaz Farms participated; Foremostco was at the IPM Essen event, and Manual Diaz Farms was at the IPM Dubai event.

Food and Hotel Asia: The Food and Hotel Asia Show was held in Singapore in April 2010. The Department participated, representing the Southern U.S. Trade Association (SUSTA), which had six booths under the United States pavilion at the international food and drink exhibition. More than 52,000 visitors attended the show.

Food Arabia: On behalf of SUSTA, the Department represented six companies at the Food Arabia show in Jeddah, Saudi Arabia, in May 2010. Among the companies exhibiting their products in the SUSTA booth was Bouras Global Trading from Fort Lauderdale. This was the third year of a five-year program to participate in this show.

CPMA: The 85th Annual Canadian Produce Marketing Association (CPMA) Convention and Trade Show was held in Vancouver in May 2010. The trade show hosts more than 240 exhibitors from countries around the world. Joining division staff in the Florida pavilion were representatives from four Florida companies, B&W Quality Produce, Blue Lake Citrus/Noble Worldwide, Pioneer Growers Cooperative, and Southern Specialties. The 239 exhibiting companies from the United States, Canada, Europe, Asia, Central America, and Mexico played host to over 3,300 attendees from more than 13 countries.

American Café: The Department, in conjunction with SUSTA, attended the Casablanca American Café 2010 show in Morocco in June. The trade show was organized by the Foreign Agricultural Service to help U.S. food exporters find importers for their products, become familiar with the markets, and learn about import requirements.

International Marketing

Peru/Ecuador: In the spring of 2010, the Department, in cooperation with the Southern United States Trade Association (SUSTA), participated in a trade mission to Peru and Ecuador. Four companies participated in the mission, resulting in more than 50 quality Ecuadorian and Peruvian contacts for agribusinesses in the SUSTA region. Peru continues to be one of the most vibrant economies in Latin America, and the passage of the United States-Peru Promotional Agreement has created numerous opportunities and duty preferences for U.S. exporters. Neighboring Ecuador is also showing a stable increase in income and expenditure levels with an annual growth rate of 4.5 percent.

India: India continues to be an important market for many U.S. companies since it is one of the fastest-growing economies in the world. In conjunction with SUSTA, the Department participated in the IFE India Show in December 2009. This is India’s principal food, drink, and hospitality show in Delhi. The show was followed by an outbound trade mission to Mumbai, where companies participated in one-to-one meetings with key importers.

Canada: The Department, in conjunction with SUSTA, hosted a Canadian inbound trade mission in the spring of 2010. A group of key retail and wholesale produce buyers from Ontario visited numerous agricultural operations in South Florida. The buyers were able to view fields and packinghouses and learn about the safety practices and technology used by Florida producers. These missions are beneficial for buyers and producers and give everyone a better understanding of how to best work together to meet the demands of the consumer.

Germany/Hungary/Netherlands: Thirteen European horticulture buyers from Germany, Hungary, and the Netherlands visited Medallion, Redland, and LNB Bamboo nurseries in Miami, Peacock Tree Farm in Port St. Lucie, and Jon’s Nursery, The Liner Source, and Primrose Garden Center in Orlando in August 2009.

Panama/Costa Rica: Six horticulture buyers from Panama and one from Costa Rica visited The Landscape Show in Orlando in October 2009. The buyers conducted one-to-one meetings with Florida companies Arazoza Brothers, Environmental Turf, Peacock Tree Farms, and SMR Farms, in addition to making contacts with the trade show exhibitors. They also toured Miami farms Botanics Wholesale and Foliage Express.

Spain/ Portugal: According to the “Iberian Peninsula GAIN Report SP6025,”the food market for the Iberian Peninsula serves almost 52 million people. The United States and Spain have developed bonds on different fields through the years, and Spain has always been an interesting customer of U.S. companies. In the last few years, Portugal has been emerging as an attractive option for foreign investment and an increasingly attractive market for exports. With this in mind, the Department partnered with the Georgia Department of Agriculture on a trade mission to Madrid and Barcelona, Spain, in November 2009. Outreach was developed in the Iberian Peninsula by conducting a trade mission to Lisbon, Portugal, in March 2010, followed by participation at the Alimentaria Trade Show in Barcelona, Spain.

Cattle Trade Missions

The Department is continually working to attract international livestock buyers. Florida’s livestock breeds, especially beef cattle, are well suited to many areas of the world because they show little or no effects from extremely high temperatures. These animals have adapted to tropical and subtropical climates, making them desirable to producers from countries with similar climate conditions.

In November 2009, a delegation of cattlemen from Florida and Texas, along with representatives from the American Brahman Breeders Association and the Department, attended the Eastern Cattle Show in Pattaya, Thailand. In addition to meeting with local cattlemen, the group was able to visit other agricultural production areas.

In May 2010, representatives from Ecuador, Guatemala, and Nicaragua attended the University of Florida Beef Cattle Short Course. During the program, participants learned about management practices and other issues facing producers. They were able to meet with Florida cattlemen and see some of Florida’s fine cattle.

These and other trade missions foster communication between countries and educate producers. Participants learn about issues dealing with production and trade. The missions also contribute to the creation of a friendly business environment.

Florida Thoroughbred Trade 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, and 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 $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 2009-2010, the Department sent an equine trade mission to Italy and conducted reverse trade missions for delegations from Korea, Italy, 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.