“Fresh From Florida” Products Have Global Appeal

Acting as a vital bloodline to the state’s economy by supporting more than 108,000 jobs and generating a total economic impact of over $13 billion, “Fresh From Florida” agricultural export sales increased significantly in 2013 to $4.1 billion, a 1.9 percent increase from the previous year.

As exports have continued to grow every year since 2009, this milestone demonstrates that Florida’s agriculture commodities are gaining popularity in international markets, and opportunities for further growth look promising.

According to the Fresh From Florida 2014 International Report, Florida’s top destinations for agricultural commodities, accounting for 55.9 percent of total exports, are Canada, Netherlands, Bahamas, Dominican Republic, Panama, Mexico, Colombia, Trinidad and Tobago, Venezuela, and Jamaica. Additionally, South Korea, Germany, Chile, Brazil and Colombia have become the state’s fastest growing major markets with over $50 million in exports from 2009 to 2013.

Not surprisingly, grapefruit, oranges and orange juice continue to be staples of Florida’s export commodities. Florida’s grapefruit, for example, accounted for 73.2 percent of all U.S. grapefruit exports, resulting in $98.63 million export sales during 2013.

Tomatoes, strawberries, blueberries, watermelons and peppers are also among the top agricultural commodities exported from Florida, and the state ranked first in U.S. exports of snap beans totaling $28.14 million. By commodity category however, top agriculture exports are meats, prepared foods, prepared fruits and vegetables, fruits and nuts, and fish.

Scotlynn Sweet Pac Growers LLC, located in Belle Glade and one of the largest growers and distributors of sweet corn in North America, began exporting the vegetable to the United Kingdom in 2012. J.D. Poole, one of the owners of Sweet Pac, says the new market has allowed them to grow even more of one of their top products.

“Florida is already a sweet corn powerhouse supplier,” he says. “But being able to market our product abroad, ‘Fresh From Florida’ sweet corn can continue to expand its market penetration.”

The company plans to continue increasing their market share overseas, with new products including various packs and sizes of value-added sweet corn.

Perhaps lesser known is Florida’s reputation for supplying pure-bred breeding horses, an export that has been growing at an impressive annual rate of 33.3 percent since 2008. Other noteworthy accomplishments include Florida ranking first in U.S. exports of live plants in 2013, and every year since 2008, with products such as begonias, geraniums and marigolds.

The “Fresh From Florida” Marketing Campaign

Under the “Fresh From Florida” marketing program developed and run by the Florida Department of Agriculture and Consumer Services (FDACS), Florida’s agricultural producers are being connected with established retailers. FDACS partnered in 2013 with 27 retail grocers, representing 2,451 stores outside the U.S. and Canada, to feature 26,640 individual store advertisements of “Fresh From Florida” products.

The result was an estimated $19.7 million in additional cash receipts to Florida farmers. As of June 2014, FDACS has formed relationships with 39 international retail chains, which represent 4,484 stores across 25 countries.

“We are very active in supporting agricultural exports and are beginning to intensify as we zero in on different markets and open up new avenues for growth,” says Dan Sleep, supervisor and senior analyst in the department’s division of marketing and development at FDACS.

“When I look at the potential of international markets, there continues to be room for growth. We have a lot of opportunities in front of us to help farmers and put products out into the international marketplace.”