Marketing “Fresh From Florida”
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MARKETING “FRESH FROM FLORIDA” MESSAGING STRATEGIES FOR FLORIDA'S FARMERS
Transcript of Marketing “Fresh From Florida”
MARKETING “FRESH FROM FLORIDA”
MESSAGING STRATEGIES FOR FLORIDA'S FARMERS
TOPICS/CONCEPTS WE WILL COVER
• Department Divisions and Offices – Collaboration Works!
• History of the “Fresh From Florida” Program
• Division of Marketing and Development
• Follow “Fresh From Florida” Website
• Lifecycle of a Campaign
• Why Brand - FFF Research
FDACS DIVISIONS AND OFFICES
• There are 19 divisions and offices within the Florida Department of Agriculture and Consumer
Services
• The Division of Marketing and Development works closely with many of these, including:
• Agricultural Environmental Services
• Animal Industry
• Aquaculture
• Consumer Services
• Food, Nutrition and Wellness
• Food Safety
• Plant Industry
“FRESH FROM FLORIDA” PROGRAM
• The Florida Agricultural Promotional Campaign was created by the 1990 Florida Legislature
• Membership is either $50 or free
• Annual renewal due on the first of the anniversary month
• Allows members to access and use the FFF logo on fresh product and signage, social media, etc.
• Allows members who use Florida-grown products to use the FFF Made With… logo on product labels
• Logo Incentive Program pays up to $1,500 to members who use the FFF logo on packaging
• Offer Point of Purchase materials to retailers of FFF products
• Participation in events at trade shows (co-exhibiting and/or discounts)
DIVISION OF MARKETING AND DEVELOPMENT
• Promote the “Fresh From Florida” brand on behalf of industry participants
• Work to connect members with buyers (grocery stores/retailers, consumers)
• Domestic
• International
• Maintain contact with industry to understand issues and latest developments
• Work with industry to develop marketing strategies for commodity promotion
• Attend industry meetings and functions
• Conduct in-depth research to determine upcoming target markets (products and demographics) and logo recognition
MARKETING AND DEVELOPMENT OFFICES AND BUREAUS
Industry Communications
• Member Recruitment in “Fresh From Florida”
• Benefits of Membership• Collaboration• Communicating the Agriculture
Message
Seafood and Agriculture Marketing
• Campaign Development• Partnerships
Trade Development
• Retail Relationships• Trade Shows• SUSTA and Exporting
Strategic Development
• Market Research and Reporting• Surveys and Data Collection• Commodity-specific Reporting
Education and Communication
• Media Campaigns• Social Media• Culinary Development• Graphics Services
State Farmers Markets
• 12 Locations Throughout Florida• Assist Growers with Distribution and
Processing of Florida Products
LOGOS
MARKETING TOOLS
#FOLLOWFRESHFROMFLORIDA WEBSITE
• Join the “Fresh From Florida” Club for recipes, newsletter and special discounts with partners
• See videos featuring Florida farmers
• Recipes and videos featuring delicious Florida products
• Get garden tips and find certified professionals
• Become an agritourist
RECIPE DEVELOPMENTFLORIDA CHICKEN AND VEGETABLE FRIED RICE
LIFECYLE OF A CAMPAIGN
• Identify commodity/agriculture sector
• Set goals for promotion
• Determine what marketing strategies will be used
• Determine a funding strategy
• Work with associations or producers as needed
• Implement each campaign element
• Assess ROI data to determine campaign impact
HORTICULTURE PROMOTION
Social Media #Follow Website
Partner with FNGLA
DIY VideosTrade Events
and Sponsorships
Garden Center
Promotion
SOCIAL MEDIA
DIY VIDEO
TRADE EVENTS AND SPONSORSHIPS
• The Florida Nursery, Growers and Landscape Association, the largest state nursery and landscape association in the country, hosts two trade shows each year
• Tropical Plant International Expo (TPIE) in January
• The Landscape Show in August
• Marketing staff set up and run 20 x 20 exhibit space
• Marketing staff recruit horticulture FFF companies to c0-exhibit
• Department provides sponsorships for events
• Department staff attend and are a sponsor of annual convention
• May include SUSTA Inbound and Outbound missions
GARDEN CENTER PROMOTION
• Garden centers in the Midwest, Texas, Mid-Atlantic, and Northeast regions
• Create promotions that fit into their marketing mix, featuring FFF logo
• In-store signage and circulars
• Social media
• Newspaper/radio ads
• Online and print magazines
• Report sales lift and show proof of deliverables at end of campaign
GARDEN CENTER DELIVERABLES
GARDEN CENTER RESULTS 2020
One retailer saw a 42.5 percent sales increase in first 10 weeks of 2020 and utilized digital advertising twice to 160,000 email subscribers.
One retailer saw the tropical plant category help sales increase 17 percent in April.
MEASURING CAMPAIGN SUCCESS
• Salesforce data entry pre- and post-campaign assists in gauging whether target
goals have been met
• ROI ratio to costs calculations help determine campaign efficiency
• ROR is an important, intangible factor
• How many people have seen the campaign, how have sales and/or awareness
increased, what has been the impact on industry?
• Celebrate, re-evaluate, reconfigure – what is next?
TRADE DEVELOPMENT AND RETAILERS
• Trade Development staff meet with retailers to determine incentive per ad
• Establish whether outside funding will impact incentives
• Set timeline for promotion and offer commodity-specific ideas when applicable
• Be willing to pivot quickly when necessary, e.g. early or delayed harvest,
weather events, pandemic, transportation issues, etc.
• Tracking throughout the promotion is key to gauging promotional depth and
impact
GROCERY STORE PARTNERSHIPS
• Retailers throughout the United States,
Canada, and the world are offered
incentives to promote Florida agricultural
commodities through circular ads, in-store
displays, and sampling events
• The “Fresh From Florida” logo is utilized in
their marketing efforts
CRISIS AND RESPONSE –WHAT HAPPENS WHEN THINGS GO WRONG?
• 2008 food safety incident – 1,442 cases of
salmonellosis
• Fresh tomatoes or Mexican hot peppers?
• Recall wreaked havoc on Florida tomato market
• FDACS retail teams worked with retailers by
increasing incentives to promote Florida tomatoes
• https://en.wikipedia.org/wiki/2008_United_Stat
es_salmonellosis_outbreak
WHY BRAND?
• A company’s brand is its corporate
identity
• How do consumers view it?
• How identifying SWOT components
can keep a company on track
• McDonald’s - #1 market leader in the
fast food category – are you lovin’ it?
“FRESH FROM FLORIDA” LOGO ON THE LABELIMPACT ON PURCHASE INTENT
•
WILLINGNESS TO PAY MORE FOR “FRESH FROM FLORIDA” ON THE LABEL
CONTACT INFORMATION
Melissa Hunt
Florida Department of Agriculture and Consumer Services
P.O. Box 547946
Orlando, Florida 32854-7946
850-841-0086
