How Fresh From Florida's digital strategy boosts local produce sales and consumer loyalty
For more than three decades, the Fresh From Florida program has championed the state’s growers, helping them build brand recognition and connect with consumers both in the US and abroad.
Through a comprehensive marketing strategy that blends retail partnerships, advertising campaigns, and export promotion, the program has become a vital bridge between Florida’s farms and the global marketplace.
Fresh From Florida collaborates with major retailers to spotlight local produce through weekly circulars, in-store signage, and digital advertising that highlight the freshness and seasonality of Florida crops, says Susie McKinley, Director of the Division of Marketing and Development at the Florida Department of Agriculture and Consumer Services.
Internationally, the program extends that visibility through trade shows, export missions, and multilingual marketing materials that help growers reach new buyers and expand their sales footprint.
Building Fresh From Florida loyalty
Florida producers today face a complex mix of opportunity and challenge. Consumers are showing unprecedented interest in locally sourced, fresh food, and the rapid growth of digital retail platforms makes it easier to connect with shoppers where they’re at.
However, the industry must also navigate competition from imports, rising input costs, and unpredictable weather.
To help, Fresh From Florida provides marketing incentives, consumer education, and direct retail support.
“Consumer education is central to our mission. Many shoppers are eager to support local agriculture but may not be aware of what is in season or where their food comes from,” McKinley explains.
The brand’s campaigns remind shoppers of the value of buying local while promoting seasonal products when they’re at their peak.
“This not only builds trust but also drives repeat purchases and loyalty,” she adds.
Florida produce goes digital
The program has also become more digitally driven. Its 1.4 million social media and loyalty club followers provide an active platform for storytelling, recipes, and farmer-led content, such as the popular Meet Your Florida Farmer series. Digital coupons and shoppable ads help translate awareness into measurable sales.
“Fresh From Florida features producer content on our platforms, giving farmers a direct voice and helping consumers connect with the people behind the produce,” McKinley says. “These authentic, personal touches help build trust and connection.”
Looking ahead, the strategy will focus on expanding digital and e-commerce marketing, deepening and growing retailer partnerships. The mission is completed by continuing to tell the stories of Florida growers in creative and authentic ways.
“We will prioritize innovation in content and outreach, invest in tools that help us better understand consumer behavior, and support messaging that aligns with evolving shopper values,” says McKinley. “Our goal is to ensure Florida growers remain competitive by keeping their products visible, relevant, and accessible in an ever-changing marketplace.”
For more information, visit the Fresh From Florida website.
Related stories
Researchers want to make acerola cherries Florida’s new fruit sensation
Florida celebrates FDA's proposal to lower OJ's Brix level requirements
Subscribe to our newsletter
