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Sunshine State Produce Helps Spring Sales Sparkle
How Fresh from Florida fruits and vegetables keep product moving. BY DOUG OHLEMEIER
Florida produce is a sign of spring and a cue for retailers to begin merchan- dising the state’s spring bounty. Some key Florida produce, like sweet corn, announces the arrival of a “taste of
spring” from The Sunshine State.
While the rest of the country is still feeling
winter’s effects, Florida can provide consumers with nutritious, fresh produce and help fill retail displays. Its climate gives Florida growers a clear advantage over other growing regions.
“Florida’s long growing season ensures retail markets will always have fresh and local Florida produce to offer their consumers,” says Mindy Lee, Fresh from Florida bureau chief and media and communications manager for the Florida Department of Agriculture and Consumer Services (FDACS), based in Tallahassee, FL. “January through May, shoppers know some of
44/ APRIL 2019 / PRODUCE BUSINESS
PHOTOS COURTESY OF FLORIDA DEPARTMENT OF AGRICULTURE AND CONSUMER SERVICES
the product grown fresh in the United States is being sourced in Florida.That gives us a great advantage. However, it can also result in Florida being the primary producer going against any imported product. This is why the Fresh from Florida logo is so important.”
WIDE PRODUCT VARIETY
From November to early June, while most other U.S. states are dormant, Florida produces the bulk of U.S. fresh commodities. Florida leads the country in a host of specialty crops, including cucumbers, squash, snap beans, tomatoes, grapefruit, oranges and watermelon. During the spring, the state also produces large volumes of bell peppers, eggplant, blueberries and tropicals.
“Florida has the advantage of producing more than 300 different agricultural commod-
ities, including produce, so the sheer variety of crops that we grow makes us unique,” says Lisa Lochridge, director of public affairs for the Maitland, FL-based Florida Fruit & Vegetable Association. “The variety of fruits and vegeta- bles coming out of Florida combined with the timing of our growing season are a winning combination for produce retailers.”
Because of Florida’s timing, the state’s products are marketed differently than produce sourced from other Southeastern states. “It’s simply on scale,” says John Alderman, senior account manager with Duda Farm Fresh Foods, Inc., headquartered in Oviedo, FL. “Florida is typically the only one marketing in the spring.”
With Florida, it’s the state’s geographic location. “As the real estate agent says, it’s ‘Location, location, location’,” says Chuck Weisinger, president and chief executive of