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Weis-Buy Farms, Inc., in Fort Myers, FL. “We are located within a two-and-a-half-day ride of 125 million hungry customers.”
For many U.S. retailers, Florida’s timing is a welcome reminder of the new season. “Florida is kind of like winter’s finally over and we’re getting into spring,” says Keith Cox, produce category manager with K-VA-T Food Stores, Inc., which is based in Abingdon, VA. “Florida is what really starts things. It jumpstarts the summer selling.”
BEATING THE WINTER BLAHS
Retailers can capitalize on selling Fresh from Florida items during the winter doldrums. “Consumers are eager to get back to normal and to what they considered ‘norms’,” says Mary Ostlund, director of marketing at Brooks Trop- icals LLC, based Homestead, FL. “One norm is buying locally, hindered greatly by winter. Those eager to buy local will be willing to stretch their definition of local and enjoy domestic produce from The Sunshine State.”
Florida offers many advantages. “The year-round growing season makes it easy for consumers to find an abundant selection of fresh, healthy Florida produce and vegetables,” says Lee. “During late fall through spring, Florida is a primary supplier of fresh grown vegetables and fruits. Produce grown in Florida during this period is as “local” as they can supply to their customers.”
Florida plays an important part in retail merchandising. “The Florida spring production is critical to the pipeline of row crops, berries, salads and orange juice,” says Maria Brous, director of media and community relations for Publix Super Markets, Inc., headquartered in Lakeland, FL. “The vast amount of products Florida grows during the spring is well repre- sented throughout the produce department.”
Consumer preferences for Buy American play into Florida’s advantages as well. “Florida spring produce is good because a lot of people want to buy USA,” says Sal Selletto, produce manager at the Super Foodtown of Sea Girt, NJ, a part of the Middletown, NJ-based Food Circus/Foodtown. “When they see those Florida items, they tend to be good quality. Branding of USA is the key. If the weather is good, we do very well with the whole lineup.”
Florida’s wintertime production assures shoppers they can buy domestic produce. “Fresh and local is critical,” says Alderman. “Without Florida, the produce department on the Eastern Seaboard would be empty or available at higher prices during this season. Retailers can count on Florida for seasonal items and capitalize on promotable produce, including leaf lettuce,
celery, radishes and sweet corn.”
IMPROVEMENTS HELP SALES
Florida growers improve the quality of their products by consistently monitoring their crops through drone technology, which sends alerts on field insect and chemical problems, says Weisinger. “Improved refrigeration technology has made the ‘farm to table’ label a truism,” he says. “Fresher produce improves the color and taste of produce from Florida. The produce is constantly being tested and marketed to increase our entry into the national and global markets as our reputation for quality and inno- vation increases.”
While Florida citrus grower-shippers supply Valencia oranges and other citrus, retailers can benefit by sourcing Florida citrus for in-store juicing programs, which hit their peak in the spring. “Because of the variety, the late Valen- cias, a lot of retailers get a bit of a spike in the juice sales,” says Russell Kiger, sales manager, DLF International, Inc., based in Fort Pierce, FL. “When you’re a consumer, it doesn’t matter what it is. You want to enjoy the entire buying and consuming experience. If one buys a half gallon of fresh-squeezed orange juice and enjoys it at home, you buy more. That’s what retailers want, repeat sales. ”
Increasing retail and restaurant interest in juicing is helping sell more fresh Florida produce. Onsite fresh-squeezed citrus juice is making its way into mainstream supermarkets. Other healthy, blended juices and smoothies are also popular. “Florida is unique to be able to create many juice blends from the fruit and vegetables grown during the winter and early spring months,” says Lee. “Spinach, kale, blue- berries, oranges, watermelon and orange juice are all Florida commodities that make great smoothies. Celery juice is very popular and a great base for juicing programs, as well.”
Florida also harvests blueberries, which typically begin harvesting in March. “Berry lovers and retailers alike look forward to fresh
domestically grown blueberries that are more marketable to consumers,” says Nick Wish- natzki, marketing projects manager with Wish Farms, in Plant City, FL.
Florida is also a major supplier of domes- tic-grown tropicals. “In spring, Florida tropicals are a relief to escaping winter’s doldrums and the seemingly long wait for spring’s arrival,” says Ostlund. “Yes, the thermometer might hint at a soup for dinner, but craving spring, your consumer may opt for a side of tropical fruit that almost defies the temperature outside.”
DISPLAYS HELP FLORIDA SALES
To effectively promote Florida’s spring bounty, retailers recommend large displays. “Building displays that are abundant and over- flowing with fresh Florida grown products is a staple for both retailer and customers,” says Brous. “The Florida spring harvest reflects a significant portion of our overall sales and merchandising during this timeline.”
Display size is important, particularly during the height of Florida’s spring season. “Florida retailers should consider larger displays denoting Fresh from Florida for peak of season items,” says Alderman. “Use visual elements and copy that inspires consumers to think about cooking and consuming these items during springtime occasions and outdoors.”
Wishnatzki agrees, saying, “A large, well-maintained and rotated display is an easy way to draw the consumer in. If retailers can allot for more shelf space to feature Florida blueberries, it will help movement. Showcasing more product and highlighting point-of-sale gets the message across that domestic Florida blueberries are plentiful and in-season.”
Signage is critical for some items, particu- larly tropicals, which many shoppers may not be familiar with. Ostlund recommends signage providing at least one way to enjoy the fruit, along with photos of whole and sliced fruit. She says retailers should erect spring-themed displays. “Grilling displays are key, and tropical
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