Florida strawberry group beefs up promotions - The Packer

Florida strawberry group beefs up promotions

10/08/2013 02:03:00 PM
Doug Ohlemeier

Florida’s strawberry growers plan to begin their upcoming season with expanded promotions.

The Florida Strawberry Growers Association plans to conduct a targeted marketing program that emphasizes increased communications with consumers, foodservice buyers, food bloggers and local and national media.

Florida Strawberry Growers AssociationThough Florida harvests strawberries from late November into early April, the campaign’s goal is to promote the Sunshine State’s fruit throughout the year, according to a news release.

The association plans to build its promotional program on increasing consumer interest in strawberries for their taste, availability and health benefits, according to the release.

The campaign includes an upgraded website, www.flastrawberry.com, improving its Strawberry Sue blog www.strawberrysue.com, making consumer information videos for viewing on YouTube, and working more in social media outlets, according to the release.

A regional promotion is planned for 63 units of a major restaurant chain.

Electronic newsletters will target up to 500 food bloggers and the association is also scheduling visits to editors and bloggers at New York-based national publications, according to the release.

And in February, during the season’s peak, the association is planning to work with national and local market television stations.

“We believe when consumers turn to strawberries, no matter what time of year, it benefits Florida growers,” Sue Harrell, the association’s director of marketing, said in the release. “That’s why we want to reach out to consumers all year long. Strawberries are becoming a staple on shopping lists and we benefit from that.”

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