fdoc grapefruit marketing program update -...

www.ircitrusleague.org

The newsletter of theIndian River Citrus League

NOVEMBER 2015

P1FDOC Marketing

7925 20th Street, Vero Beach, FL 32966

P4Florida Citrus Show

P5Banquet Sponsors

River Ramblings

FDOC Grapefruit Marketing Program UpdateFDOC began the 2015/16 marketing year with some small structural changes, moving the domestic marketing budget for grapefruit under the management of the international marketing team. Given the international team’s focus on grapefruit, it made sense to consolidate all grapefruit programs.

FDOC will continue the marketing strategy developed over the last year to build awareness among consumers of the Florida season and the “Florida Difference” when it comes to superior taste and juciness. As our crop continues to decrease in size, and our fruit becomes more expensive, it’s more imperative than ever for consumers to know that it’s not just grapefruit, it’s Florida grapefruit. There is a difference, and we must ensure consumers understand it and know the months to look for Florida grapefruit. FDOC will also become more focused on the timing of fresh-grapefruit programs, implementing the majority of activities in the early peak-season period from January to March for a more concentrated impact.

FDOC’s grapefruit marketing campaigns will include PR, retail, and food service elements in eight different countries: Japan, South Korea, France, UK, Belgium, Netherlands, Canada, and the US. While most efforts won’t begin in earnest until December or January, FDOC is hosting two “harvest tours” for Asian buyers this month. The first group includes Korean retailers E-Mart, E-Land, and Hyundai Department Stores – all market leaders in South Korea.

See MARKETING pg. 2


The second group includes buyers from five Japanese supermarket chains: Isetan, Ito Yokado, Sakagami, U Coop, and Uny. In addition to providing these retail buyers with a better understanding and appreciation of our industry, FDOC will also leverage the resulting relationships to implement more innovative marketing partnerships with the participating retailers.

PR efforts will kick off with social media campaigns in all markets in December. As we turn the corner into 2016, we’ll highlight vitamin C, health and diet, culinary versatility and Florida sunshine, which always works well for grapefruit in the winter months. We’ll be partnering with a number of celebrity ambassadors in different countries to get our message out. In Japan, for example, we’ll be represented for the second season in a row by Saki Aibu, a popular film and TV actress. Ms. Aibu will actually be visiting Florida this January for a special video and photo shoot, which will be used to maximize media coverage for Florida grapefruit in Japan. In South Korea, Belgium, the Netherlands, Canada and the UK, we’ll be partnering with either influential nutritionists or celebrity chefs, such as London-based Gizzi Erskine. In the US we’re coordinating a variety of sponsored media opportunities that will ensure coverage during peak season through online publications such as Foodbeast, Popsugar, and Huffpost Taste. In France, we’ll have a mix of paid and earned PR campaigns to drive coverage of our key marketing messages in partnership with My Little App and Kitchen Trotter.

FDOC is currently negotiating with retailers in all eight countries to launch in-store activities and promotions. Retail marketing efforts in North America and Europe will focus on January and February, except for France will retail promotions may last through March. In Korea, we are setting up retail promotions from January to March, while Japanese promotions will last through April. Following up on last year’s success from our retail partnership with the Rakuten Eagles, a Japanese professional baseball team, FDOC is pursuing four professional sports partnerships in Japan for this season. Negotiations are ongoing with two baseball teams, a basketball team, and a soccer team.

The above information represents preliminary highlights from a plan that is still coming together. The FDOC grapefruit team looks forward to keeping industry members informed on progress through the season and performance measurement in the late spring once all programs are complete.

MARKETING from pg. 1

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2016 Florida Citrus Show(SM) Offers Production Tips, Networking Opportunities and Exciting Prizes

Celebrate the rewards and overcome the challenges associated with citrus production as you join growers from across the state for the 2016 Florida Citrus Show, January 27-28 at the Havert L. Fenn Center in Ft. Pierce. Sample new varieties, enjoy indoor and outdoor exhibits featuring cutting-edge products and technologies, and get the latest information from leading growers and agriculture experts on production trends, grove management practices, produce marketing, and insect and disease management strategies. For registration, exhibitor/sponsorship information, please go to www.citrusshow.com.

As our 2015/16 season kicks off, we want to acknowledge the packers and processors that are supporting the League through grower contributions. Their financial support to our organization allows us to continue working and pursue causes that impact our industry locally and statewide.

Citrupack DLF PackingEast Coast Packers Greene -Smith PackingHeller Bros. Indian River Select, LLCOcean Spray Oslo Citrus Growers AssociationPremier Citrus Quality Packer of Indian RiverRiverfront Packing, LLC SunAgThe Packers of Indian River

We also want to acknowledge the support of the gift fruit shippers who are contributing to the League.

Al’s Family Farms Boudrias Groves, Inc. Countryside Citrus Langdon Barber Groves Orange Ring Poinsettia Groves Schacht Groves Southern Fulfillment Services (Hale’s Groves) Sunharvest

We would like to encourage our growers to partner with packinghouses, processors and gift fruit shippers that support the League.

Rusty BanackQuality Fruit Packers of Indian RiverGlen Barnes, Jr.Barnes CitrusAlex BrownSouthern Fulfillment ServicesW. Cody EstesEstes Citrus, Inc.J. Emmett Evans, IIIEvans Properties, Inc.Michael GaravagliaThe Packers of Indian RiverGriffin GreeneGreene River Packing, Inc.

Tom HammondHammond Groves, Inc.George F. Hamner, Jr.Indian River Exchange PackersDavid HowardGraves BrothersTom JerkinsPremier CitrusKevin KoppelmanHeller Bros. Packing Corp.Scott LambethGolden River Fruit Co.Gregory P. NelsonBernard Egan & CompanyDaniel R. RicheyRiverfront Packing Co., LLC

J. Brantley Schirard, Sr.Schirard Citrus, Inc.Pat SchirardIndian River Select Daniel ScottScott Citrus ManagementRobert G. SextonOslo Citrus Growers AssociationTrey SmithLeRoy Smith, Inc.George StreetmanHogan and Sons, Inc. Rusty VarnVarn Citrus

Board of DirectorsIndian River Citrus League

Thanking our Sponsors!We are grateful for the generous support of our sponsors for the January 26, 2016 Indian River Citrus League banquet. While we are still accepting sponsorships for the unfilled business categories, we would like to thank the following companies for their support and partnership. For additional information about sponsorship availabilities, please contact the League office at 772/562-2728 or email at [email protected] current, very generous sponsors!

carden

PLATINUM Sponsors

GOLD Sponsor

SILVER Sponsors

Large Acreage Real Estate Specialists Focusing on Agricultural & Transitional Properties Throughout Florida

W.C. “Boo” Graves Broker Associate, Realtor (772) 473-1677 [email protected]

Jeff Cusson, CCIM Sales Associate, Realtor (772) 473-8497 [email protected]

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Ashland Grove 187 +/- Acres

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Trowbridge Grove 41 +/- Acres

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Vero West Grove 114 +/- Acres

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Looking for a way to reach our readers? Why not try our newsletter that reaches our grower members, packinghouses, associate members and affiliated businesses that make up the Indian River citrus growing district. Our publication schedule is September through June and is distributed electronically. Also, the newsletter is posted on our website of www.ircitrusleague.org. If interested, please give Karen a call at the League office at 772/562-2728 or email at [email protected] for more details.

Ad Copy Specifications

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Logos• When submitting logos, convert all fonts to outlines.• Preferred format: vector eps

Color• We print in 4-color CMYK process.• All pantone colors must be converted to CMYK.• Black type should be made with 100% black.

Resolution• Resolution should be a minimum of 300 dpi at actual size.• 72 dpi images pulled from websites are not acceptable.• Line art should be scanned at a minimum of 600 dpi.

File Format• PDF files and InDesign files are preferred (collected output to include layout, linked pictures, embedded pictures, color profiles, screen fonts and printer fonts).• Other file formats accepted: eps (Adobe Illustrator) tif (Adobe Photoshop) jpg (Adobe Photoshop)

Ad Size Specifications / Rates

• Business Card 2.833 inches across by 2 inches down $60/month $50/month w/ a monthly commitment through June

• 1/2 Page 8.5 inches across by 5.5 inches down $200/month $150/month w/ a monthly commitment through June

• Full Page 8.5 inches across by 11 inches down $300/month $225/month w/ a monthly commitment through June

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• Please email all advertising materials to [email protected]

Advertising Opportunities

Your ad could be here...Call 772/562-2728

or email [email protected]

for more details

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A G R I B U S I N E S S & F A R M I N S U R A N C E S P E C I A L I S T S

I F’ A

R FCCI O L I

O 25 Y!

GettingInvolved.membership opportunities

Our Associate Membership provides

opportunities to network with existing

customers and potential customers

by providing opportunities to sponsor

events scheduled throughout the year.

Their partnership with our organization

is important to us. If interested in

joining our organization, please contact

the League office for further details.

associate members

Aglime SalesAgricultural Services International, Inc.AgroSource, Inc.Agxplore International, Inc.Bayer CropScienceBrown & Brown InsuranceBrown International Corp.Carden & Associates, Inc.Carter & Associates, Inc.CenterState BankChemical Containers, Inc.Chemical Dynamics, Inc.The Crockett Insurance GroupDiamond R. Fertilizer Co., Inc.Ecostat, Inc. Everglades Farm EquipmentFarm Credit of FloridaFerrellgasFlorida Coast Equipment, Inc.Florida Grower MagazineFlorida’s Natural GrowersGlades Crop Care, Inc.Gowan USAHelena Chemical CompanyHESCO

Indian River SelectJBT FoodTechJohn L. Minton, CPAKahn Citrus Management, LLCLidoChem, Inc.Magna-Bonn II, LLCMarrone Bio InnovationsMetLife Agricultural FinanceMonsanto BioAgOrchid Island Juice Company, Inc.Oro AgriPalmdale Oil CompanyPlant Food Systems, Inc.Peace River Citrus Products, Inc.Prudential Agricultural InvestmentsRabo AgriFinanceSoutheastern Aerial Crop ServiceSSI PetroleumStallings Crop Insurance CompanySunniland AircraftSyngentaTropicana Products, Inc.US Citrus, LLCVero Beach Chrysler/Jeep/Dodge/RamWellmark InternationalWells FargoWinter, Bell Co.

fdoc grapefruit marketing program update -...

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