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Fresh From Florida Benefits For FNGLA Members

Monday, July 24, 2017
Article by: Candace Munz, FDACS

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As the country’s largest state nursery and landscape association, it should come as no surprise that FNGLA membership provides a wide range of benefits and discounts as well as access to benefits from other organizations. For the past three years, this has included access to Fresh From Florida member benefits through the Florida Department of Agriculture and Consumer Services (FDACS).

What began in 1990 as an effort to increase consumer awareness and expand the market for Florida agricultural products, the Fresh From Florida brand has grown worldwide through domestic and international retail partnerships. 

Fresh From Florida membership gives you the ability to use the widely recognized logo on products, packaging, advertising and promotional materials including your business’ website and social media. Members also receive a choice of customized Fresh From Florida business signage and have access to point-of-purchase materials to display with Florida grown products. 

Researchers at the University of Florida recently conducted a study to determine how consumers responded to the “Fresh From Florida” campaign when applied to ornamental plants. The study found that the presence of the Fresh From Florida logo improved purchase likelihood by 52% when compared to imported plants. Researchers determined that consumer’s positive perception of local plants could increase sales through promotion of the Fresh From Florida logo. Read the full study

Fresh From Florida membership benefits also include assistance with exporting, trade leads and industry trade show participation. Over the years, members have enjoyed opportunities such as participating in the Epcot International Flower and Garden Festival held annually by Disney each spring. In addition to member booths, the department also provides a display featuring plants from Fresh From Florida producers, dazzling the park’s more than 30,000 visitors daily. 

In conjunction with growers, marketers and retailers promoting the Fresh From Florida brand, FDACS utilizes the power of social media to bolster brand awareness and support FNGLA members. Most recently, the Fresh From Florida Facebook page featured a social campaign focused on ornamental horticulture for the month of April. Within 30 days, the ad received 803,175 impressions, reached 177,866 people and ultimately resulted in 12,515 people clicking the advertisement which sent them to FNGLA’s consumer website.

In addition to social media, the marketing campaign for FNGLA included advertising in consumer print publications such as Martha Stewart Living, Better Homes and Gardens and Family Circle. There were also several flights of 30-second television spots that aired in ten major markets across Florida during March and April. 

Harnessing brand awareness of the Fresh From Florida program is a great way to put your FNGLA membership to work for you. See even more of the ways to benefit from Fresh From Florida efforts


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