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Division of Marketing and Development
Florida Department of Agriculture and Consumer Services
Mayo Building, M-9
407 South Calhoun Street
Tallahassee, FL 32399-0800
(850) 617-7300

Florida Department of Agriculture and Consumer Services
Adam H. Putnam, Commissioner

March 12, 2010

Department Partners With Shinsegae To Promote Pink Grapefruit In South Korea

Scene from 2009 promotion - child eating grapefruit
Scene from 2009 promotion - people holding up grapefruit
Scene from 2009 promotion - woman holding up grapefruit
Scene from 2009 promotion - grapefruit display in store
Scenes from 2009 promotion

The Florida Department of Agriculture and Consumer Services continues to expand the global market reach of Florida products with a new promotion that features Florida pink grapefruit in South Korea.  That country’s largest retailer, Shinsegae, is teaming up with the Department to promote Florida grapefruit at 20 of its E-Mart mega-stores in Seoul during March.

“We are pleased to partner with Shinsegae so that Korean shoppers can enjoy Florida’s world-famous pink grapefruit at the height of season,” Florida Agriculture Commissioner Charles H. Bronson said.  “This retail marketing campaign puts the spotlight on a delicious, nutritious product and will increase sales for Florida growers.”

The first E-Mart pink grapefruit promotion was held March 5-7 and the second will run March 12-14.  The popular chain of mega discount stores is displaying “Fresh from Florida” signs and posters and offering free grapefruit samples at in-store taste-testing stations.  This is the Department’s second year working with Shinsegae and E-Mart to promote Florida pink grapefruit.  Last year’s promotion was so successful that sales increased as much as 900 percent during the promotion period.

The Florida pink grapefruit promotion in South Korea is part of the Department’s ongoing “Fresh from Florida” marketing campaign.  Since 2000, the Department’s Division of Marketing and Development has partnered with grocery chains around the globe to feature Florida-grown agricultural products in numerous retail promotions.  Over the years the number of retail partners has increased from two grocery chains and 298 stores to 40 chains and more than 10,000 stores.

The “Fresh from Florida” marketing campaigns have featured more than two dozen Florida products.  Participating grocery chains agree to include ads for Florida products in their advertising circulars.  On average, about one-fourth of the ads are in Florida, half are in the continental United States, and one-fourth are in Canada, the United Kingdom, Central America, the Caribbean, and South Korea.

For more information:
Dan Sleep
(850) 487-8908

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