division of marketing overview nelson mongiovi, director kerry flack, assistant director larry...
TRANSCRIPT
![Page 1: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/1.jpg)
Division of Marketing OverviewNelson Mongiovi, DirectorKerry Flack, Assistant DirectorLarry Amison, CFO
Florida Department of Agriculture and Consumer ServicesCharles Bronson, Commissioner
![Page 2: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/2.jpg)
Division of Marketing and Development
“Provide marketing, development,
promotional, advertising and educational
services for internal and external clients.”
![Page 3: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/3.jpg)
Clients
Division ResourcesDivision Resources
InternalCommissioner’s Office,
Thirteen Divisions and Other State Agencies
InternalCommissioner’s Office,
Thirteen Divisions and Other State Agencies
ExternalFlorida’s Agricultural,
Seafood and Aquaculture Industries
ExternalFlorida’s Agricultural,
Seafood and Aquaculture Industries
![Page 4: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/4.jpg)
Some Major Responsibilities
Marketing & Promotion for Florida’s Ag Industries
Agricultural Entrepreneurial Development and Research
Management of State Farmers’ Market System
Agricultural Dealers License (and Bonding) Program
Statewide School Feeding Programs
Statewide Emergency Feeding Programs
Statewide Food Recovery/Poverty Feeding Programs
Statistical & Economic Services (Livestock, Seafood F/V, etc.)
Produce Multi-Media Creative Services for all Clients
Produce Communications Materials for all Clients
Develop and Produce Agri-Literacy & Nutritional Programs
![Page 5: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/5.jpg)
The Organization
AdministrativeServices
AdministrativeServices
Development andInformation
Development andInformation Seafood and
Aquaculture
Seafood andAquaculture Education and
Communications
Education andCommunications FL Agricultural
Statistics Service
FL AgriculturalStatistics Service Food
Distribution
FoodDistribution Ag Dealers
Licenses
Ag DealersLicenses State Farmers’
Markets
State Farmers’Markets
![Page 6: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/6.jpg)
Staff and Funding
194 FTE’s 1 Full-Time OPS and Appx. 44 Seasonal
Revenue Streams GR $13M (Incl. Nearly $1M in Pass-Thru Funding)
Trust Funds $13M (Incl. $3M+ in Industry MO Pass-Thru)
Fed Funds $5.2M (Incl. $1M in Authority f/ Pursuing Grants)
GRAND TOTAL = $31M +
![Page 7: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/7.jpg)
Staffing Breakdowns
0
10
20
30
40
50
60 D&I
Seafood
FASS
ADL
SFM
BFD
EdCom
Adm
>5%194
![Page 8: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/8.jpg)
Staffing Breakdowns
0
10
20
30
40
50
60 D&I
Seafood
FASS
ADL
SFM
BFD
EdCom
Adm
14 Various EntitiesStatewide Avg. 4per
>5%194
![Page 9: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/9.jpg)
The “Marketing Stuff”
Development andInformation
34
Development andInformation
34
Seafood andAquaculture
16
Seafood andAquaculture
16
Education andCommunications
16
Education andCommunications
16
66
![Page 10: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/10.jpg)
![Page 11: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/11.jpg)
Serving All Agricultural Sectors
40 – 50 Campaigns / Year
240 Different Commodities From Alligator to Zucchini!
Cross Promotion to Leverage Funds
Emphasis on Marketing Research
Cost-Effective In-House Production
![Page 12: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/12.jpg)
Why Should We ?
41,000 Florida Farms
35,300 (86%) are Small Farms >$100,000/Yr.
Cooperative Approach Works
Consolidated Global Buying Practices
Leveraging State Resources and Relationships
Protect and Grow Market Share
2nd Largest Industry in State
Protect Economic Viability and Provide
Incentives to Ensure Food Supply
It’s “Green” in Many Ways
![Page 13: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/13.jpg)
D&I and Seafood Marketing Bureaus
StructureStructure
Domestic and International
Domestic and International
InformationServices
InformationServices
50
![Page 14: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/14.jpg)
Business Plan
Capital
People
How We Work With Clients
![Page 15: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/15.jpg)
![Page 16: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/16.jpg)
Our ApproachOur Approach
![Page 17: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/17.jpg)
![Page 18: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/18.jpg)
![Page 19: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/19.jpg)
![Page 20: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/20.jpg)
![Page 21: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/21.jpg)
![Page 22: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/22.jpg)
Other Citrus Assists
Auto Racing Promotions
International Retail Store Entrees
International Food Shows Domestic Trade Events (PMA)
Domestic Retail Joint-Ventures (Wal-Mart Juice)
Culinary Education & Recipe Development
![Page 23: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/23.jpg)
Winner’s Circle 2007
Mobil 1 - 12 Hours of Sebring
![Page 24: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/24.jpg)
![Page 25: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/25.jpg)
If You Can’t Measure It…
Gross Sales
Retail “Lift” & Comparisons Consumer Impressions Value of Industry Assists Level of Financial Participation
![Page 26: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/26.jpg)
Education & Communications
Radio and Television Production
Web Development / Internet Services
Graphics Layout and Design
Print Materials
Media Relations
Public Communications
Agri-Literacy Programs
16
![Page 27: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/27.jpg)
FASS - Orlando
Federal / State Cooperative Program
Predominantly Citrus Related
Statewide Ag Statistics
Economic Information
Citrus Crop Forecasting
Ag Census
Reports on Demand
100% Funded by Industry and Feds26
![Page 28: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/28.jpg)
Ag Dealers’ License
Licensing and Bonding Program
Protects Producers from Buyer Defaults
Statewide Staff of Auditors
Issues 4,800 Licenses Annually
9,800 Bond Application Reviews
5,000 Field Contacts
Returned $420,000+ to Growers in 06-07
19
![Page 29: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/29.jpg)
State Farmers’ Markets
13 Markets Statewide
2006-2007 Sales = $666.3M Total Economic Impact $1.6B Jobs 22,554 Tax Revenues $83M+
56
![Page 30: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/30.jpg)
Food Distribution
Federal / State Partnership
Monitor Compliance and Auditing
83M+ lbs. of Food Distributed in 06-07
School & Institutions Feeding Programs
Food Banks, Pantries & Soup Kitchens
WIC / FMNP
TEFAP
ESF-11
19
![Page 31: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/31.jpg)
Other “Stuff” of Significance
Industry Assists & Marketing Research
Entrepreneurial Development
Livestock Market Reporting
Equine Industry Joint-Ventures
Multi-Million Dollar Marketing Orders
Agricultural Fairs and Exhibits Program
![Page 32: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/32.jpg)
Administrative Unit
8
AdministrativeServices
>2%
AdministrativeServices
>2%
Development andInformation
Development andInformation Seafood and
Aquaculture
Seafood andAquaculture Education and
Communications
Education andCommunications FL Agricultural
Statistics Service
FL AgriculturalStatistics Service Food
Distribution
FoodDistribution Ag Dealers
Licenses
Ag DealersLicenses State Farmers’
Markets
State Farmers’Markets
![Page 33: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/33.jpg)
Division of Marketing and DevelopmentNelson Mongiovi, DirectorKerry Flack, Assistant DirectorLarry Amison, CFO
![Page 34: Division of Marketing Overview Nelson Mongiovi, Director Kerry Flack, Assistant Director Larry Amison, CFO Florida Department of Agriculture and Consumer](https://reader034.vdocuments.net/reader034/viewer/2022050714/56649d215503460f949f5b45/html5/thumbnails/34.jpg)