By Yiqian Ma
The UF/IFAS Center for Public Issues Education’s local food research and accompanying training toolkit is stepping into the spotlight in two issues of Florida Grower.
Subscribers to the trade magazine will find informational advertising in the November and February issues that outline key research findings and recommendations farmers can use to sell their fruits, vegetables and other local food products. PIE Center researchers studied consumers’ opinions about local food and producers’ perceptions about using websites to market and sell their food. The U.S. Department of Agriculture and Florida Department of Agriculture and Consumer Services funded the research with a Specialty Crop Block Grant.
Publishing this information in a trade publication was important to make sure the research got to the people who could use it the most, according to Joy Rumble, who led the project for the PIE Center. She is an assistant professor in the Department of Agricultural Education and Communication.
“We found some really good information, so we’d like to share with the producers,” Rumble said. “They can take advantage of local food markets by knowing consumers’ perceptions about local food.”
The four-page booklet inserted into the November issue highlights the money consumers spend on local food in different regions of Florida. The Orlando metropolitan area spent the most, with $2.6 billion in 2012 sales. South Florida spent $2.3 billion, followed by the Tampa region at $1.1 billion.
The map and text is meant to inform readers that consumers value the social interaction with growers and are willing to pay slightly more for a locally grown product. The advertising also provides tips to build relationships with consumers and strengthen their brand.
Media Specialist Laura Bernheim, who designed the booklet, included a QR code on the back page that readers can scan with their smartphone to provide feedback. PIE Center researchers will analyze the responses to guide future marketing initiatives.
“Florida Grower has a radius of 12,000 industry representatives and leaders,” Rumble said. “Because readers commonly share what they have read, we really hope the information will spread to everyone who can use it.”
In addition to the advertising, PIE Center researchers have promoted the toolkit and research with presentations to industry groups and academic publications.
The February issue of Florida Grower will include more information about the local food project, Rumble said. This time, a two-page ad will focus on how Florida Food Connect, formerly known as Florida MarketMaker, can help producers find new markets and connect with consumers to sell their local products.
