Industry promoting strawberries via foodservice, media campaigns - The Packer

Industry promoting strawberries via foodservice, media campaigns

01/08/2014 03:58:00 PM
Doug Ohlemeier

“If the brand has production in another country, we want to let them know they can tell the product is from Florida if they look closer at the label.”

Packers plan to affix Fresh from Florida logos on their clamshells.

Because retail promotions are expensive and include restrictions on signage and demonstrations, the industry feels it can better tell consumers about their berries through restaurant promotions, Harrell said.

This year’s campaigns also include promotions featuring work with Florida retail chains, Harrell said.

Wal-Mart Stores Inc., Bentonville, Ark., requested recipe and production information to feature in its social media sites.

Harrell said the association is working with that chain as well as with Tampa-based Sweetbay Supermarkets.

Publix Super Markets Inc., in Lakeland also effectively promotes Florida berries during the season, she said.

A chefs tour the association sponsored last year proved successful.

To further promote Florida strawberries to foodservice, the association is planning to host a food bloggers tour, Harrell said.

The campaign is funded through a $268,000 U.S. Department of Agriculture specialty crop grant administered through the Tallahassee-based Florida Department of Agriculture and Consumer Services.


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