352-273-2598 ashleynmcleod@ufl.edu

Research: Food

Positioning Florida Produce as a Local Choice

About the Project

Faculty: Joy Rumble
Funded by: Specialty Crop Block Grant (USDA and Florida Department for Agriculture and Consumer Services)
When it comes to local food, consumers’ definitions range from within 10 miles to within United States borders. In addition to understanding what Floridians felt about local food, this two-year project in partnership with the Florida Specialty Crop Foundation measured the economic impact of Florida’s specialty crop fresh produce industry, identified branding messages that appeal to consumers and enhanced use of online networking tools in order to ultimately brand Florida-grown fresh produce as a local choice.