creative services television radio print outdoor social pos, in-store demos culinary services...
TRANSCRIPT
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
2100
1384133613311327
99519460
2671
5286
7331 6452
7684
9277
0
5000
10000
15000
20000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Global Grid I-VII
Winner's CircleI-VIII
FTC 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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