Fresh From Florida Membership
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- Bartholomew Heath
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1 Fresh From Florida Membership
2 Division of Marketing and Development Mission: To drive awareness and sales of Florida s commodities by developing and expanding marketing opportunities for Fresh From Florida products. Objective: To promote sales of Florida commodities across retail, trade and consumer channels. 2
3 Develop Consumer Marketing initiatives to promote Fresh From Florida members Research Focus Groups New Theme Recipes Multi-media Campaigns TV Print Digital Webpage 3
4 Consumer Advertising TV Markets in Florida Tampa-St. Petersburg Miami-Ft. Lauderdale Orlando-Daytona Beach West Palm Beach Jacksonville Ft. Myers-Naples Tallahassee Gainesville Pensacola Panama City
5 TV/Cable TARGET: Women, Age 35-54, primary shoppers FLIGHTS: 4 weeks MAJOR NETWORKS: CBS, NBC, ABC, FOX CABLE: FOOD, HGTV, Lifetime, Travel, A&E, etc.
6
7 Digital Media featuring Fresh From Florida website links and recipes Food related websites Foodnetwork.com MyRecipes.com Blogher.com Food.com CookingChannelTV.com RachaelRay.com Geo-targeted to Florida Impressions: 3,458,533* *Centro Media 7
8
9 Fresh From Florida Recipes Webpage Examples of views per Month when campaign runs 250, , ,576 (5,853/day) 205,379 (6,625/day) 182,134 (6,997/day) 150, ,000 50,000 33,291 (1,074/day) 80,917 (2,697/day) 62,978 (2,032/day) 0 March April May June July August TV aired 3/25-6/2 and 7/29-8/25 (hiatus 6/3-7/28) 9
10 Publications that TARGET our audience
11 Consumer Print 11
12 Florida produce print ads designed in-house for consumer publications
13 Industry Advertising promoting Fresh From Florida commodities to retail buyers
14 Fresh From Florida Members Highlighted in Industry Publications and Retail Stores
15 Special Promotions Assistance for Fresh From Florida association members to promote Florida products in stores & restaurants
16 New Fresh From Florida Magazine High Quality Agricultural Theme Broader Target Audience
17 On The Menu 25+ Restaurants across Florida
18 Fresh From Florida On The Menu Strong consumer interest for restaurants to promote locally grown, fresh items Natural tie in with FFF brand Opportunity to align restaurant industry with agriculture industry Restaurants feature the FFF logo by Florida grown products on menus Assist with development of seasonal events to highlight area growers
19 FFF On the Menu Locations Atlas Oyster House Jackson s Steak House The Fish House Cuvee Bistro Cuvee 30A Charley s Steak House FishBones Johnnie s Hideaway MoonFish Texas Cattle Company Vito s Chop House Ulele Black Sheep Matthew s Restaurant Medure Restaurant Orsay Wine Cellar Bogart s Burt & Max s Deck 84 Henry s
20 Fresh From Florida Membership Benefits include: Use of the widely recognized Fresh From Florida logo associating each member s products with Florida agriculture s image of excellence worldwide Point of purchase materials Choice of customized Fresh From Florida signage Company listing and website link on department s Fresh From Florida website Trade Show participation Participation in the logo incentive program Trade Leads and Exporting Assistance Subscription to the Fresh From Florida magazine and e-newsletter
21 Fresh From Florida Industry Trade Shows - Magazine Farm Gate Sign POP Materials
22 Logo Reimbursement Did you know that one of the many membership benefits of the Fresh From Florida program puts $$$ back into your business? How? It s simple! Your membership makes you eligible to receive reimbursements toward your marketing expenses of up to $1,500 a year! Check out the creative ways these members used their reimbursement money. What are YOU waiting for? Go to for more information on the Logo Incentive Program. How will YOU utilize it?
23 Fresh From Florida over 2,000 members STRONG including the following Associations: Fresh Fruit and Vegetable Association Tomato Committee Florida Strawberry Growers Association Sunshine Sweet Corn Farmers of Florida Florida Association of Native Nurseries Membership Update Florida Nursery, Growers and Landscape Association
24 For membership information contact:
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