Creative Services• Television• Radio• Print• Outdoor• Social• POS, In-Store Demos• Culinary Services• Marketing and Promotion Designs

Creative Services

• Private Joint-Ventures• Leveraging w/ Other Gov Agencies

Various Campaigns

Emphasis on “Local”

Emphasis on “Local”• User rate exceeds

availability

• 72% of shoppers purchase regularly

Freshness 82%

Economy 75%

Taste 58%

Knowing Source

51%

Price 38%

Nutrition 36%

Environment 35%

Appearance 28%

Emphasis on “Local”51% Say within 50 Miles; 30% within State lines

76-100

<26

26-50

51-75

100+

Emphasis on “Local”

• Poultry Pilgrim’s Pride• Seafood “Go Native”• Made in Dade• Hillsborough Local• Gainesville Local

Emphasis on “Local”

Emphasis on “Local”

Retail Incentive Campaigns

• Southern Incentive Programs• Retail Incentive

Retail PartnersU.S. and Canada

• AMCE, A&P, AWI, Affiliated Bi-Lo, Bozzuto’s, Bravo (New York), Farm Fresh, Food Basics, Fortinos, Hannaford, Ingles Market, Jewel-Osco, Kroger, Loblaws, Lowes, Market Basket, Meijer, Metro, Nash Finch IGA, Nash Finch Independent, National Grocers, Penn Traffic, Price Chopper, Golub, Provigo, Roundty’s, Sobeys Atlantic, Sobeys Ontario, Sobeys Quebec, Spartan, Ukrop, Zehrs

Retail PartnersFlorida

• Albertsons, Bravo (Florida), Harvey’s Supermarket, Publix, Sedano’s Sweetbay Supermarkets, Wal-Mart, Winn-Dixie

Retail PartnersInternational Specific Campigns

• Waitrose - UK• SuperQuinn - Ireland• Price Mart -

CA/Caribbean• Jinwon - Korea

Retail Incentive Campaigns

Retail Incentive Campaigns

Retail Incentive Campaigns

Retail Incentive Campaigns

Retail Incentive Campaigns

Participation and ROI• 40+ Retailers w/ 11,000+

Outlets• 15 Countries• 08-09 Increase $142.8M

Direct Farm Cash Receipts

690 1098 14141667 2050

4293 4017

298 17771744

16991734

21001384133613311327

99519460

2671

5286

7331 6452

76849277

0

5000

10000

15000

20000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Global Grid I-VIIWinner's CircleI-VIIIFTC I-IV: 2000-03, FWA I-IV: 2004-07

Retail Incentive Campaigns

20,000 cases sold last year compared to 63,644 cases this year.

218% Increase

Competitive Intelligence

• FASS Pricing• Internal Research• External Leveraged Research• 3rd Party Research• Response vs. Reactive

Competitive Intelligence

Retail Partnerships• Commodity Education• Ethnic Marketing• Fresh From Florida Kids• Boomer Campaigns• POS Cost-Share• In-Store Demos• Coupons• Social Media

Business Plan

Capital

People

Recap

• Campaign Development• Creative Services• Direct and Indirect Tie-Ins• Retail and Logo Incentives• Competitive Intelligence

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