florida-agriculture.com

Agriculture Press Release

February 25, 2000

"Fresh from Florida" label gaining strong recognition
among Florida consumers, survey shows

TALLAHASSEE -- Florida consumers are giving more thought to where their fresh fruits and vegetables come from, and in growing numbers want the produce in their shopping carts to be "Fresh from Florida." Those findings are from a recent survey showing that when it comes to shopping for fresh produce, the "Fresh from Florida" label is making a bigger impression than ever on Florida consumers, with recognition of the logo more than doubling in just six months.

Telephone interviews -- conducted in January and June 1999 by Mid-Florida Marketing and Research, Inc., and commissioned by the Florida Department of Agriculture and Consumer Services -- gauged the shopping habits of 400 Florida consumers.

The survey confirmed that Florida consumers continue their strong preference for fresh produce, with a whopping 96 percent of those surveyed in June saying that they choose fresh produce over canned or frozen whenever possible. Along with that strong consumer preference for fresh produce is a growing preference for fruits and vegetables that are grown in Florida and labeled as such.

According to the survey:

  • 66 percent said they notice if their produce comes from Florida, and of that number, 57 percent said they choose Florida produce over any other.
  • 64 percent said that they were either very or somewhat likely to choose Florida-labeled produce over others.
  • 90 percent said produce from Florida should be labeled.
  • 85 percent said they would like supermarket displays to contain information about where produce was grown.
  • 63 percent said that a symbol that identifies Florida-grown produce would influence them to purchase produce grown in Florida.

The survey also suggests that a cooperative public-private marketing program involving the state and Florida agricultural producers and retailers is drastically increasing consumer recognition of the "Fresh from Florida" label.

The Florida Agricultural Promotional Campaign (FAPC) is an identification and promotional program designed to boost the image of Florida agriculture and increase sales by helping consumers to easily identify Florida-grown and -produced agricultural products at retail stores.

The FAPC provides an opportunity for Floridas agricultural industry to benefit from a multi-tiered advertising campaign coordinated by the Florida Department of Agriculture and Consumer Services. Those participating in the program are authorized to use the distinctive "Fresh from Florida" logo -- depicting a sun over land and water -- so that consumers can easily identify Florida agricultural products at the retail level. The logo and slogan are used on product packaging, point-of-purchase materials, in-store displays, and in newspaper, magazine, billboard, radio and television advertising.

Recent marketing campaigns promoting a variety of Florida agricultural products and urging consumers to look for the "Fresh from Florida" label have significantly increased consumer awareness, the survey showed. For example:

  • In June, 44 percent said they were either very or somewhat familiar with the "Fresh from Florida" symbol. This compares to 18 percent in January, an increase of 144 percent -- more than doubling -- in just six months.
  • 47 percent said that the "Fresh from Florida" symbol was either very or somewhat useful to them in their current shopping habits.
  • 45 percent had seen the logo on signs at the produce counter.
  • 42 percent had seen the logo on the produce itself.

The Florida Agricultural Promotional Campaign was authorized by the Florida Legislature in 1990. The Florida Department of Agriculture and Consumer Services was designated to implement the program, following guidelines established by an advisory council. The council is composed of producers, shippers, packers, retailers, and commodity association representatives.

For information about the FAPC, contact the Florida Department of Agriculture and Consumer Services at:

Telephone: 850-488-4411
Fax: 850-488-7127
Email:
Internet: http://www.fl-ag.com
Address: Florida Department of Agriculture and Consumer Services
Division of Marketing and Development
421 Mayo Building
Tallahassee, Florida 32399-0800

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For more information:
Daniel P. Sleep
850-487-8908


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