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Charles H. Bronson, Commissioner

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November 9, 2006

“Fresh From Florida” Message Takes To The Streets

Once-obscure aging vehicles now “rolling billboards” for Florida agriculture, Bronson announces

Increasing sales of Florida-grown agricultural products and therefore enhancing the state’s economy is a major duty of the Florida Department of Agriculture and Consumer Services. Using a variety of marketing and advertising methods, the Department has made the “Fresh from Florida” logo a familiar icon throughout the state and nation, and even around the globe.

Retail store posters and displays, recipe brochures, billboards, newspaper and magazine advertisements, cooking demonstrations, and radio and television ads -- all have been mainstays of this successful marketing campaign that helps Florida’s farmers increase their market share in the competitive global economy.

But a new component of the “Fresh from Florida” campaign is turning heads and drawing smiles from motorists and pedestrians around the state.

While conducting everyday business, the Department’s previously unmarked vehicles routinely passed through traffic unnoticed. Each year Department employees across the state log a multitude of miles while engaged in activities on behalf of Florida’s citizens, such as inspecting grocery stores and gas pumps, and conducting marketing activities on behalf of agricultural producers.

Florida Agriculture Commissioner Charles H. Bronson felt that since the vehicles were constantly on the road they would make ideal “rolling billboards” for Florida agricultural products.

“It’s a cost-effective way to utilize existing resources,” Bronson said. “We decided to cover these aging vehicles with the ‘Fresh from Florida’ message to help call attention to the wide variety of agricultural products that make up our state’s important agricultural industry.”

Several Department vehicles have undergone a treatment in which a temporary adhesive laminate material is affixed to the exterior. This literally “wraps” the car with a large and colorful -- and eye-catching -- “Fresh from Florida” advertisement.

A unique design is created for each segment of agriculture that is being promoted. Several Department cars, vans and trucks have been “wrapped” with messages promoting fresh fruits and vegetables, horticulture, seafood, cattle, horses, wildflowers, water quality, forestry, and tropical fruits.

“We’re always looking for new and innovative ways to increase the number of ‘Fresh from Florida’ consumer impressions,” Bronson said. “These rolling billboards are proving to be a great way to get the message out on behalf of our state’s farmers.”

The Florida Department of Agriculture and Consumer Services is statutorily mandated to provide professional marketing services to Florida’s agricultural community through its Division of Marketing and Development. These marketing promotions are part of the ongoing “Fresh from Florida” campaign, an identification and promotional program designed to boost the image of Florida agriculture and increase sales by helping consumers to easily identify Florida-grown agricultural products at retail stores. The “Fresh from Florida” campaign also helps increase public awareness of the importance of Florida’s agriculture industry, which has an estimated overall economic impact of more than $87 billion annually.

For more information:
Terence McElroy
(850) 488-3022
mcelrot@doacs.state.fl.us