US retailer Publix will reportedly launch this month a new line of local produce branded under the Redland Raised moniker, according to a report by The Progressive Grocer.
Named after Redland area near Homestead, the new line, which so far comprises beans, yellow squash, zucchini, boniato, okra and avocados, will be promoted with special signage and pricing in more than 1,000 Publix outlets as of this month.
Created by Miami-Dade County, in conjunction with the Florida Department of Agriculture and Consumer Services, the Redland Raised brand is a part of the Fresh from Florida brand, of which the majority of Florida-based growers and packers are members.
“While we have always been committed to supporting fresh locally grown produce when available, we are excited to help introduce this new produce brand, which will allow us to better inform our customers on the benefits of buying local,” said Publix’s Miami-based spokesperson, Kim Jaeger.
“Pairing Publix with our locally-grown produce makes great sense,” added Carlos Alvarez, mayor of Miami-Dade County, which ranks as Florida’s second-largest agriculture contributor and 18th in the US, generating an estimated US$2.7bn for the local economy.
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