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FLORIDA’S LARGE
AUTUMN PORTFOLIO
Abundance of Sunshine State product helps keep shelves stocked. BY DOUG OHLEMEIER
Retailers in the United States and Canada rely on Fresh from Florida produce to supply their shelves. For nearly nine months, from October to May, the
Sunshine State produces the bulk of U.S. fresh commodities during a time when most other U.S. growing regions are dormant, have recently ended production or are just begin- ning production. e state’s tropical season runs through the summer, helping Florida provide product almost year-round.
Because of its proximity to major East Coast and Midwest population centers, Florida grower-shippers can e ciently supply retailers seeking fresh fruit and vegetables. Florida’s location allows for shorter transit times to major markets, which brings fresher product to retail shelves.
“You have the proximity and the fresh- ness,” says Chuck Weisinger, president and chief executive of Fort Myers, FL, tomato marketer Weis-Buy Farms, Inc. “Florida is closer, and your product is fresher. Also, our quality standards are set extremely high.”
With Florida’s geographic immediacy, the state’s fresh products arrive on shelves in record time, explains Mindy Lee, Fresh from Florida bureau chief and media and communications manager for the Florida Department of Agri- culture and Consumer Services (FDACS), which is headquartered in Tallahassee, FL.
“It is conceivable that a vegetable picked today could be on the grocery shelf tomorrow,” she says. “Florida’s season occurs when most other areas are experiencing cold winter
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temperatures and are unable to grow during late fall through spring. Also, Florida product is supported under the Fresh from Florida brand, which is recognized by consumers.”
LOCAL PUSH
e state’s physical advantages and the reputation of its produce are among its biggest selling points. “It’s our proximity to the market and the quality of our produce,” says Mark McDonald, manager and partner with Sweet Life Farms LLC, a Plant City, FL, grower-shipper of strawberries, blueber- ries, blackberries, watermelon and cantaloupe.
Florida banks on its reputation of favor- able weather, which allows it to grow vegeta- bles when other areas experience cold weather or freezing temperatures, says Angela Gami- otea, marketing manager of Loxahatchee, FL-based J&J Family of Farms, Inc. “ e temperate winters, with generally dry weather and lots of sunshine, make for prime growing conditions,” she says. “In addition, our prox- imity to the markets near you make it more practical to provide produce that is fresher on a more consistent basis.”
As consumers are highly informed about where their produce is coming from, retailers should highlight the produce they merchan- dise originating from nearby areas. “ at assures the consumer the produce is fresh and it didn’t require a long travel time,” says Gamiotea. “Retailers and consumers should have con dence in the consistency of product that comes from one area with Florida’s prolonged continuity of a growing cycle.”
PHOTOS COURTESY OF FRESH FROM FLORIDA
e Sunshine State is also known for the taste of its produce. “ e avor and juice are what make our citrus special,” says Russell Kiger, sales manager of DLF International, Inc., based in Fort Pierce, FL. “It’s the taste and aroma. Florida still has a strong reputa- tion. People still want our oranges for fresh- squeezing into juice.”
An advantage of Florida is that crops grow nearly throughout the year, particularly in the more southerly parts. “Southern Florida grows almost year-round, the crops vary with the time of the year,” says Mary Ostlund, director of marketing for Brooks Tropicals LLC, in Homestead, FL. “For consumers wanting to buy local, during the fall and the winter they’ll expand their de nition of local to buy domestic. Florida ts the bill.”
e state’s seven- to nine-month growing season also helps it as a reliable supplier. “ e long season makes Florida a contender in almost every aisle in the produce section,” says Ostlund.
According to the U.S. Department of Agriculture, Florida is the largest overall producer of oranges. It is the second leading producer of fresh market fruit and vegetables. e state is the largest fresh market supplier of watermelons, green beans, sweet corn and cucumbers. It is second in strawberries, toma- toes, bell peppers, third in cantaloupes, and fourth in cabbage and squash.
LONG SEASON OF AVAILABILITY
e long season helps buyers. “We prob- ably have one of the longest growing seasons