Agriculture Press Release

March 3, 2003

Agricultural Department Receives Awards For Marketing Promotions

TALLAHASSEE -- The Florida Department of Agriculture and Consumer Services’ creative efforts to educate the public and promote and market Florida agricultural products have been recognized with top honors from the professional advertising community.

The Addy Awards -- which recognize excellence in originality and creative strategy in print and electronic media -- were presented to the Department by the Greater Tallahassee Advertising Federation during the group’s annual awards ceremony on March 1. The Department received one Gold award and six Silver awards.

“Our Department’s Division of Marketing and Development works in partnership with segments of our state’s agricultural community to promote the consumption of Florida agriculture products in this country and abroad,” Florida Agriculture Commissioner Charles H. Bronson said. “These marketing and advertising services are key to keeping Florida agriculture competitive in the global marketplace, which, in turn, benefits Florida’s economy.”

The Florida Department of Agriculture and Consumer Services received awards in both categories of competition -- the Ad Agency Category, which included entries from professional advertising and public relations firms; and the State Agency In-house Category, which included entries produced in-house by state governmental agencies.

The Department’s seven winning entries in the Ad Agency Category competition are:

  • Kids’ Kitchen Cookbook. This cooking guide and recipe book for children received a Gold award. The full-color, illustrated cooking guide contains: a glossary of kitchen and cooking terms; explanations of how and when to use various cooking tools; cooking fundamentals; tips on safety and cleanliness; and seasonal availability of fresh Florida fruits and vegetables; and 23 “kid-friendly” recipes that feature a variety of Florida agricultural products.

  • Safe, Affordable, Abundant: Food for Thought, From Florida’s Farmers. This series of three television public service announcements (PSAs) received a Silver award. The PSAs are part of a public awareness campaign that is a partnership between the Department and the Florida Farm Bureau Federation which focuses on: how affordable food is for American consumers; the abundance, variety and safety of Florida agricultural products; and the importance of maintaining a reliable and secure domestic food source.

  • 2002 Agricultural-Environmental Leadership Awards. This video documentary and full-color booklet received a Silver award. They are components of a statewide awards program conducted annually by the Commissioner of Agriculture that recognizes progressive environmental practices implemented by Florida agricultural operations and individuals.

  • China Forestry Trade Mission: A Path for Florida Timber. This report received a Silver award. The full-color, 52-page booklet, designed for those in Florida’s timber industry, presents information about marketing and distribution obtained by a Florida trade delegation during its visit to China last May to explore opportunities for exporting Florida wood products.

  • Fin Fish and Shellfish Species Information Posters. These two posters received a Silver award. They present full-color images of various species of Florida seafood along with information about selecting fresh product, safe storage and handling, nutrition, and cooking.

  • Dive-In Aquarium Fish Promotional Campaign. This campaign received a Silver award. Winning components included a poster, T-shirt, kids’ brochure, and web promotion card. The Dive-In marketing campaign is designed to promote aquarium fish, of which Florida is a leading producer. The campaign is a partnership between the Department and the Florida Tropical Fish Farms Association and the American Pet Products Manufacturers Association.

  • FisHedz Brochure. This brochure received a Silver award. The full-color, fold-out brochure for kids explains how to set up, operate and maintain a tropical fish aquarium. It is a component of the ongoing Dive-In campaign, which is a partnership between the Department and the Florida Tropical Fish Farms Association and the American Pet Products Manufacturers Association.

In addition to the seven winning entries in the Ad Agency Category, the Department also received five awards in the State Agency In-house Category.

“To receive such professional recognition is a great tribute to our Department’s employees who produced these creative marketing projects,” Bronson said. “It also is a tribute to those in Florida’s agriculture community who place their confidence in our efforts to promote their products and expand markets.”

The Florida Department of Agriculture and Consumer Services is statutorily mandated to provide professional marketing services to Florida’s agricultural community through its Division of Marketing and Development. Many of the marketing promotions are part of the ongoing Florida Agricultural Promotional Campaign, an identification and promotional program designed to boost the image of Florida agriculture and increase sales by helping consumers to easily identify Florida-grown agricultural products at retail stores. The multimedia campaign also helps increase public awareness of the importance of Florida’s agriculture industry, which has an estimated overall economic impact of more than $50 billion annually.

The Department’s award-winning projects will now be judged in regional competition, which includes all of Florida and the Caribbean.

For more information:
Walt Land
(850) 487-8000


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