The Florida Department of Agriculture and Consumer Services has announced expansions to its international marketing efforts. Retailers Forum and Östenssons in Sweden and Cold Storage and NTUC FairPrice in Singapore join more than three dozen other chains that partner with the Department to spotlight Florida agricultural products.
The Department is in its eighth year of helping Florida growers market their products around the world through its “Global Grid” program. Participating grocery chains agree to purchase Florida products and use the “Fresh from Florida” logo in ads and point-of-sale materials. Over the last 8 years, the number of retail partners in “Global Grid” has grown to include 42 chains and more than 11,000 stores. In 2011, the Department’s entire retail marketing program is expected to create over 4,200 jobs, generate more than $125 million in additional sales for Florida farmers and contribute nearly $17 million in tax revenues.
“Promoting Florida agricultural products is an essential part of the Department’s mission,” said Nelson Mongiovi, the Department’s director of marketing and development. “In these difficult economic times, expanding markets for our farmers and growers is increasingly important. Agriculture is Florida’s second largest industry and an important contributor to our state’s economic stability.”
The Department has focused on retail marketing campaigns for more than a decade, building strong relationships with buyers and building sales opportunities for a variety of agricultural producers. In 2011, Florida retail marketing campaigns will reach consumers in the United States and 17 other countries. International exports of Florida agricultural products routinely reach 120 markets worldwide.
In Sweden, the Department has been working with Swedish distributor Everfresh to promote fresh Florida grapefruit. Following this year’s promotion, which included free samples and special signage and bin wraps, grapefruit sales at the grocery chain Forum improved more than 300 percent over last year.
In Singapore, the Department is working with the distributor Growers Fresh to promote fresh Florida Valencia oranges and Florida Natural citrus juice. Thirty-nine Cold Storage stores and 80 NTUC FairPrice stores are participating in the promotion, giving the Department the opportunity to examine customer responses to the promotional items and explore consumer interest in other Florida commodities, including sweet corn, strawberries and blueberries.
The Swedish and Singaporean grocery chains join 38 chains around the world that are working with the Department to promote Florida products. Two long-term partners include Waitrose in the United Kingdom and PriceSmart in Central America and the Caribbean.
Promotions at PriceSmart have resulted in sales increases for Florida cauliflower, celery, bell peppers, lettuce, tangerines and Florida Natural citrus juices. Since 2003, Florida strawberries have experienced increased sales of more than 550 percent in the following countries with PriceSmart stores: Aruba, Barbados, Dominican Republic, Jamaica, Nicaragua, and Trinidad and Tobago.
The Department’s five-year partnership with Waitrose continues to place “Fresh from Florida” products at the reach of millions of shoppers throughout the United Kingdom. Since the partnership began, exports of Florida sweet corn to the U.K. have increased from $1.9 million to $3.8 million, and pink grapefruit exports have increased from $2 million to $4.5 million.
Grapefruit promotions in South Korea have also been very successful. Exports increased from around 75,000 cartons in 2009 to 226,000 cartons in 2011, a $1.5 million increase in cash receipts for farmers. This April and May, Florida grapefruit is being featured in in-store ads and taste tests at three major Korean supermarket chains, Hyundai department store, Shinsegae E-mart and Lotte Mart. A one-hour feature on the Home Shopping Network, which has become a premium venue to launch new-to-market products in Korea, will air at the end of April.
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. The “Global Grid” marketing promotion is 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 products at retail stores. The “Fresh From Florida” program also helps increase public awareness of the importance of Florida’s agriculture industry, which generates $7 billion in farm receipts yearly and has an annual overall economic impact estimated at more than $100 billion.