352-273-2598 ashleynmcleod@ufl.edu

Agriculture: Crops

Testing Florida plant branding messages

About the Project

Faculty: Joy Rumble
Funded by: Florida Nursery Growers and Landscape Association
While creating the Florida-specific plant brand Florida Garden Select, the Florida Nursery Growers and Landscape Association also developed a variety of communication materials. To test the effectiveness of the messages, FNGLA partnered with the PIE Center to conduct focus groups with potential consumers. Researchers hoped to determine how the Florida Garden Select brand and slogan, “Florida Grown, Nationally Known” resonated with consumers, as well as the types of messages consumers responded to in relation to purchasing plants. Based on the results, FNGLA would create and implement a marketing plan similar to the Florida Department of Agriculture and Consumer Sciences “Fresh from Florida” campaign.

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