Florida promotions remain strong throughout the world

11/05/2010 11:43:05 AM
Doug Ohlemeier

Because of the freeze and other factors such as the economy, Sleep said the 2009-10 season saw a more than $700 million dip in cash receipts.

For the 2010-11 season, Sleep said the agency expects cash receipts to not exceed $7.12 billion.

Sweet corn and strawberries continue to show intense strength, with corn increasing in sales for five years in a row, Sleep said.

International outreach

Internationally, the Fresh from Florida seal is seen in store ads in Canada, the Caribbean, Central America, the United Kingdom and in Korea.

This year, the agency is working with a major French-owned retail chain in Colombia.

Because of recent trade agreements, Sleep said he expects Florida to be able to begin sending and promoting products in that country’s stores much like the state has done with the Central America Free Trade Agreement.

A merchandising team visited the country earlier this year to review the opportunities.

Working in Colombia should present another good opportunity for Florida, Sleep said, one that could augment what Sleep calls Florida’s “Hispanic zone” as the state works with other Florida Hispanic-oriented chains.

In Europe, the agency is looking to conduct a small pilot program with a Sweden retail chain.

“That could be another country where we can do business with,” he said. “We would like to get into the Scandinavian countries, which are a mirror image of Canada.”

The extremely cold winters force the northern European countries to import produce from growers in the Mediterranean region and Chile.

In addition to its Global Grid campaign, the agency promotes Florida-grown produce to consumers in the Sunshine State and surrounding Southeastern states through its Winter Circle program.

Florida this year has budgeted $500,000 for its retail promotions, similar to last year’s expenditures.


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