Fresh From Florida Membership Program Offers Key Marketing Benefits for Ag Industry
In partnership with: Florida Department of Agriculture and Consumer Services
Whether a small grower that’s been in business for less than a year or a multigeneration farm with thousands of acres, being a member of the “Fresh From Florida” program offers valuable marketing resources to all members. The primary benefit of the program is Florida’s producers have the opportunity to align with the well-established, widely recognized “Fresh From Florida” brand.
Since 1990, the Florida Department of Agriculture and Consumer Services has been marketing the “Fresh From Florida” brand. Through advertising and partnerships with more than 100 retailers, the marketing team has seen brand awareness increase.
“Recent surveys indicate, nine out of 10 people are more likely to buy products labeled ‘Fresh From Florida,’” says Donna Watson, industry communications manager. “This is good news for Florida’s agricultural industry and especially for members of the ‘Fresh From Florida’ program. Including the ‘Fresh From Florida’ logo on packaging is a win-win for the grower and the consumer.”
See more: Why You Should Join the Fresh From Florida Club
Marketing Local
Consumers want to support their local communities and buy fresh produce from surrounding farms. With more than 47,500 farms statewide, buying local is easy once consumers know what’s in season in Florida.
That’s where marketing plays a key role.
For example, the “Fresh From Florida” advertising campaign promotes Florida products while they are in peak season, so buyers know when to look for locally grown products. In recent years, the campaign has expanded to include more social and digital media, along with the “Fresh From Florida” Club for consumers to join and gain access to newly developed recipes using Florida products, along with culinary advice and other benefits.
“Although brand awareness is high, we always look for ways to expand our marketing efforts and seek new opportunities to promote Florida products,” Watson says.
In 2021, the division expanded marketing to include online shopping platforms such as Instacart and Amazon Fresh, as well as coupon applications like Ibotta, and plans to expand on these partnerships.
Mack Farms Inc./McMelon Inc. in Lake Wales participates in the program and says it’s an easy and effective way to reach local-loving consumers.
“Promoting our locally grown products with ‘Fresh From Florida’ is simple and easy,” says Nick Leger, director of sales. “Mack Farms proudly displays the ‘Fresh From Florida’ logo on our packaging and website so consumers know they’re choosing Florida-grown potatoes and watermelon.”
If you are a grower or in the agriculture industry, consider joining the “Fresh From Florida” industry membership program. If you are interested in buying local and learning what’s in season in Florida, join the “Fresh From Florida” Club at followfreshfromflorida.com/register.