Lane said the industry is working with a Tampa, Fla., marketing firm to conduct consumer public relations activities including launching a Facebook program.
The Georgia in July program plans to promote the state’s peaches with select retail partners, Lane said.
The promotion will try to merchandise peaches through bin wraps, farm market bags and a retail tool kit as well as in-store radio, Lane said.
“We’re finding retail partners in different areas of the country to be the industry leader of Georgia peaches in those markets,” Lane said.
“What we’re trying to do is drive consumers to the stores and let them know when peaches are available at their best. When they go to the stores, the messages will reiterate they’re at the peak of their season.”
The retail promotions are scheduled to run July 10 through early August.
Council marketing director Will McGehee, sales manager for the Genuine Georgia Group and Pearson Farm, Fort Valley, said the efforts pay dividends.
“Georgia growers are doing a lot of work to bring Georgia peaches to the retailers,” he said.
“If they plan to commit to Georgia peaches on ad, we have to supply them. We feel there’s a lot of brand equity in Georgia’s peaches. We can’t say enough about the optimism leading into this year. We have a lot of programs lined up.”