Florida unveils Taiwan campaign

For fresh fruit and vegetable marketing and distribution in Asia
Luisa Cheshire

BY LUISA CHESHIRE

Florida unveils Taiwan campaign

Florida will promote its fresh produce in Taiwan for the first time next year after clinching a partnership deal with local retail stores

Florida unveils Taiwan campaign

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Florida is planning extensive fresh produce promotions in retail outlets across Taiwan for the first time next year, according to a Florida Department of Agriculture press release.

Florida Commissioner of Agriculture Adam Putnam announced a new partnership with Taiwan on 26 November after a recent international trade mission by Florida Department of Agriculture (FDA)  and Consumer Services marketing specialists.

“We are proud to bring our unique brand and fresh produce to Taiwan,” said Putnam. “We continue to see growth in international exports of ‘Fresh From Florida' products, proving that there is nothing better than what we grow right here in Florida.”

The international trade mission included more than 400 surveys with a cross-section of Taiwanese residents and research analysis of local retail establishments. Contacts were made at Jason's Market Place and Wellcome Stores, which together represent 225 retail outlets in Taiwan, the statement said.

It is the first time the “Fresh From Florida” brand has partnered with stores in Taiwan.

Florida already exports oranges, blueberries and grapefruit to Taiwan, which has the highest per capita intake of fruit in the world. The US is the country's top supplier for imported fruits and vegetables.

In addition to this partnership, other recent Fresh From Florida successes in Asia include:

Japan’s You/Me Stores (with 104 outlets around Hiroshima) is planning its first Fresh From Florida campaign, featuring Florida blueberries and blueberry wine.

A two-year partnership with Outback in South Korea to bring Fresh From Florida grapefruit to 110 Outback locations in that country.

A new endeavour with distributor Maeil Dairies in Korea promoting Florida orange juice.

South Korean distributor JinWon has expanded marketing and promotional activities focusing on fresh Florida grapefruit in 431 stores across Korea, as well as testing impulse buying in 2,300 convenience store locations.

Okuwa grocery located near Osaka, Japan, has agreed to a second year of promotion of fresh grapefruit in 172 grocery stores in Japan and is in negotiations to examine conducting a Fresh From Florida promotion with several Florida products in 2015.

In Singapore, partner Growers Synergy will market Florida oranges and juice as well as explore including Florida blueberries and stone crabs in their 170 retail stores.

Fresh From Florida marketing will now be in 4,852 stores in 27 nations and territories, the FDA said.

Florida international agricultural exports remain a vital component of the economic strength of the state, generating more than US$4bn in cash receipts and placing the state as the eighth largest agricultural exporter in the US.
 

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