Talking Local: Florida Consumers’ Fresh from Florida Perceptions

Abstract

This EDIS publication focusing on Florida consumer perceptions of Fresh from Florida is the final publication of the Talking Local series, a six-part EDIS publication series about Florida consumers and their perceptions of local food. This series focuses on ways Extension agents can assist Florida farmers and ranchers in the labeling, sale, and promotion of locally produced products. This series provides information about Florida consumers’ perceptions of local food to Extension faculty who are interested in local food programming or who work with local food clientele.
 This 4-page publication focuses on Fresh from Florida, a program administered by the Florida Department of Agriculture and Consumer Services (FDACS), which aims to advertise and promote Florida products (FDACS 2013). It was written by Caroline G. Roper and Joy N. Rumble, and published by the UF Department of Agricultural Education and Communication, September 2014.
 AEC516/WC181: Talking Local: Florida Consumers' Fresh from Florida Perceptions (ufl.edu)

Florida Consumer Perception of the Fresh from Florida Campaign on Horticulture Plants

“…A better understanding of consumer perceptions of "local" provides opportunities to design relevant marketing materials highlighting the perceived benefits of buying local products. For instance, if consumers indicate that food quality is an important trait, then retailers can use in-store promotions, as well as national mass marketing, to emphasize the high quality of horticultural plants produced in the state of Florida (Rumble and Roper 2015). Quality-assurance programs (i.e., guarantees) could also be implemented to indicate that producers and retailers stand behind their products.…”

“…Supply-chain members (growers, marketers, and retailers) can use consumers' positive perception of local plants to increase sales through mass media promotions of the Fresh from Florida logo. Mass media promotions could establish a connection between the logo and the Florida lifestyle (Rumble and Roper (2015).…”

“…The Florida Department of Agriculture and Consumer Services (FDACS) has partnered with the Florida Nursery, Growers, and Landscape Association to include horticulture plants in the state's Fresh from Florida campaign (FDACS 2014). Within the Florida food industry, the Fresh from Florida campaign is associated with better quality and freshness (Rumble and Roper 2015). Additionally, consumers associate the Fresh from Florida logo with the Florida lifestyle (Rumble and Roper 2015).…”

“…Within the Florida food industry, the Fresh from Florida campaign is associated with better quality and freshness (Rumble and Roper 2015). Additionally, consumers associate the Fresh from Florida logo with the Florida lifestyle (Rumble and Roper 2015). Although the impact of the Fresh from Florida campaign on consumer preferences for food products has been studied, little research has been conducted on consumer preferences for horticultural plants designated as Fresh from Florida.…”