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Fresh From Florida brand stretches out

Fresh from Florida logo.

Despite its numerous challenges, Florida’s produce industry—overall—continues to flourish.

Much of this can be owed to Fresh From Florida, a phenomenally successful branding campaign run by the Florida Department of Agriculture’s Division of Marketing and Development. Fresh From Florida produce is now promoted in 30 countries across the globe, including the United Kingdom, Sweden, Japan, South Korea, and Canada.

“Consumers are very interested in where their food comes from, and they want to buy fresh produce grown here in the United States,” says Lisa Lochridge, director of Public Affairs for the Florida Fruit & Vegetable Association, based in Maitland.

“The easily recognized Fresh From Florida brand carries a great deal of weight with consumers, not just here in Florida, but in other markets as well. It signifies that shoppers are getting the highest quality, freshest produce.”

Mary Ostlund, marketing director at Miami-based Brooks Tropicals, LLC applauds the Fresh From Florida program and considers it as a significant force in advertising that highlights state-grown fruit across the nation and beyond.

“In the winter, the Fresh From Florida logo gives consumers who like to buy locally grown a chance to buy domestic fruit, when their areas aren’t in production,” she says. “The logo is eye-catching and delivers its message quite efficiently.”

This is an excerpt from the most recent Produce Blueprints quarterly journal. Click here to read the full article.


Amy Bell is a professional freelance writer with more than 15 years of experience. She writes for publications and companies across the nation. Visit to learn more.