Bureau of Education and Communication 2009-2010

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

The Bureau of Education and Communication is responsible for educating and informing consumers through news releases, brochures, and other publications, exhibits and displays, graphics presentations, the Internet, broadcast, and other media. Bureau productions are integral to many projects that are part of the Florida Agricultural Promotional Campaign (FAPC), a program that assists the state’s agricultural producers in expanding markets and promoting and selling Florida-grown products. In addition to its role within the Division of Marketing and Development, the bureau also produces numerous projects for other divisions throughout the Department.

During fiscal year 2009-2010, the bureau issued more than 120 press releases to inform the public about various regulatory and promotional activities of the Department. The bureau also responds to inquiries from the public and mails out publications upon request. Approximately 2,600 publications were mailed in response to nearly 500 individual requests received via the Division of Marketing and Development’s web site www.Florida-Agriculture.com.

Florida Market Bulletin

The online Florida Market Bulletin provides a forum by which Florida residents can advertise to buy or sell agriculture-related items. During the 2009-2010 fiscal year, 3,253 classified ads were published online.

Video and Radio Production

The bureau produces and disseminates audio and video productions such as television and radio public service announcements, radio programming, agricultural producer assistance videos, informational/promotional videos, documentaries, and training videos. Major projects produced during the fiscal year included:

Three 30-minute episodes of "The Florida Report" that explain the Department's agricultural support functions and highlight the practices of various farming operations around the state. Produced in conjunction with the Florida Farm Bureau, these reports aired on RFD-TV, a satellite network that primarily serves rural and farming communities nationwide.
An informational video about Florida's "Woman of the Year in Agriculture," outlining the lifelong contributions to the state's agricultural industry by the 2009 award recipient, Marcia Lightsey of Lake Wales.
A documentary video about Florida's commercial fishing industry and its impact on the history and development of the Sebastian Inlet area.
Three television public service announcements, featuring world-renown fishing captains from the Discovery Channel's "Deadliest Catch" series, promoting Florida's commercial fishing industry and the "Fresh from Florida" seafood harvest.
Two documentary videos about the winners of the 2009 Commissioner's Agricultural-Environmental Leadership Awards, detailing the environmental practices of Dairy Production Systems in High Springs, and Loop's Nursery and Greenhouses Inc., in Jacksonville.
An informational video showing the social and economic benefits that county fairs bring to local communities.
A television public service announcement advising homeowners to keep termite protection contracts in effect and to use only registered pest control companies.
A television public service announcements showing the economic and environmental benefits of buying food products grown in Florida.
A television public service announcement explaining the plight of Florida's commercial fishermen in the wake of the Gulf oil spill and encouraging the public to buy Florida seafood.
A video promoting the Florida State Employees Charitable Contribution Campaign.
An informational video about the FFA state officers.
A weekly agricultural radio news program produced in conjunction with Southeast AgNet.
Radio spots promoting "Fresh from Florida" agricultural products that aired on various Florida university sports networks.

Graphics Production

The bureau is responsible for the design, illustration, and production of printed brochures, reports, booklets, posters, billboards, ads, and other marketing, promotional and educational materials pertaining to agricultural marketing programs and other activities of the Department. The bureau’s graphics section was involved in the production of more than 300 projects during the fiscal year. Major graphics productions included:

2009 Department Annual Report. This 128-page report provides an overview of the Department's activities during fiscal year 2008-2009 in supporting Florida agriculture, promoting Florida agricultural products, ensuring a safe and wholesome food supply, conserving the natural environment, safeguarding consumers, responding to emergencies, and promoting employee excellence.
"Florida Agricultural Statistical Directory 2009," which is produced in conjunction with the Florida Agricultural Statistics Service. This 140-page book provides a statistical examination of Florida's food, fiber and forestry industries. In addition to agricultural statistics and specialized data, the directory contains price histories and production levels of various commodities, a listing of agricultural groups and associations in Florida, and a listing of producer assistance services offered by the Department.
Commissioner's Agricultural-Environmental Leadership Awards 2009 program booklet, detailing the environmental practices of the two farming operations that received this year's award.
"Woman of the Year in Agriculture Award" 2009 program booklet, detailing the award recipient's contributions to the state's agricultural community.
"Fresh From Florida" magazine, which is sent to members of the Florida Agricultural Promotional Campaign and distributed at trade events and other marketing venues.
A series of brochures promoting fresh Florida produce items.
"Green Florida Farms" book for children, featuring an illustrated rhyming story about how Florida farmers work in harmony with the environment as they produce food and other products for society's use. The book was used in classrooms and at other venues throughout Florida on Agriculture Literacy Day. A coloring book was also developed.
Numerous informational and promotional brochures, magazine ads, posters, displays, and other miscellaneous graphics projects.

Web Development

The Bureau of Education and Communication designed and maintains the Division of Marketing and Development’s two web sites, Florida‑Agriculture.com and FL-Seafood.com. During fiscal year 2009-2010, the sites received over 673,000 visits which yielded more than 2.33 million page views.

The sites contain information and materials that help Florida farmers more effectively market their commodities. These marketing tools include trade leads, current market prices, information about the Florida Agricultural Promotional Campaign, agricultural statistics, license and bond requirements, agricultural classified ads, point-of-purchase marketing and promotional materials, and an extensive list of agricultural links for research purposes.

The web sites also foster the notion that the more consumers know about the many agricultural commodities grown in Florida, the more they will choose to buy products that are “Fresh from Florida.” The sites inform consumers about the wholesomeness, variety, and availability of Florida agricultural products by providing: recipes for meals using Florida-grown ingredients; nutritional data; seasonal availability information; food handling and safety tips; and locations and contact information for Florida’s community farmers’ markets, seafood markets, agricultural fairs and expositions, and wineries and vineyards.

In addition to the division’s two primary web sites, the bureau also developed and maintains other web sites that promote the “Fresh from Florida” message including FreshFromFloridaKids.com
TheFloridaChef.com
WorkingWaterfronts.com

The bureau develops and maintains other web sites in cooperation with agricultural organizations that have partnered with the Division of Marketing and Development to promote Florida agricultural products. These web sites include:
FloridaWildflowers.com, Florida Wildflower Seed and Plant Growers Association Inc.
WildflowerTag.com, Florida Wildflower Advisory Council
PropaneFL.com, Florida Propane Safety, Education and Research Council
FIFNC.com, Florida Interagency Food and Nutrition Committee

Employee Newsletter

The bureau produced four issues of the Department’s Intranet-based employee newsletter, Open Lines.