Florida strawberries are entering their prime time.
The state’s strawberry supply will be promoted from December through March with a combination of print, digital and retail promotions including grocery cart ads, weekly circular promotions, social media campaigns, shoppable ads and much more, says Donna Watson, industry communications manager for the Florida Department of Agriculture and Consumer Services Division of Marketing and Development.
Social media ads include links to strawberry recipes and behind-the-scenes videos shared by Florida strawberry farmers, Watson said.
“Building off the success of last year, Florida strawberries will again be promoted on online shopping platforms and coupons apps such as Instacart, Amazon Fresh, and Ibotta,” she said.
Fresh From Florida marketing engages the consumer at every point of their shopping experience to increase awareness and drive sales of Florida products, Watson said.
Retailers can promote Florida strawberries in a number of ways, she said.
“Since Fresh From Florida logo recognition and purchase intent remain high among consumers, featuring the logo alongside Florida strawberries in point-of-purchase displays, weekly circulars and advertisements are key to driving sales,” Watson said, noting that the best results often come from a multifaceted approach.
For example, promotions can include strawberry display contests to “Fresh From Florida” recipe cards featured alongside Florida strawberries, she said.
Retailers can partner with the Florida Department of Agriculture and Consumer Services (FDACS) to develop “Fresh From Florida” strawberry promotions, Watson said.
“Fresh From Florida marketing specialists collaborate with retailers on customized promotions based on their needs and offer retail incentive dollars to program participants,” Watson said.
For more information on promotion opportunities, contact the Florida Department of Agriculture and Consumer Services at (850) 617-7333 or Whitney.Lett@FDACS.gov.
