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AAPPPPEENNDDIIXX CC

AAEEDD PPrrooggrraammss iinn FFlloorriiddaa

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DDEEPPAARRTTMMEENNTT OOFF AAGGRRIICCUULLTTUURREE AANNDD CCOONNSSUUMMEERR SSEERRVVIICCEESS

The Honorable Terry L. Rhodes Commissioner Florida Department of Agriculture and Consumer Services The Capitol, PL10 Tallahassee, FL 32399-0810 850-488-3022 850-488-7585 (Fax)

MMIISSSSIIOONN The mission of the Department of Agriculture and Consumer Services is to

safeguard the public and support Florida's agricultural economy by:

• Ensuring the safety and wholesomeness of food and other consumer products through inspection and testing programs;

• Protecting consumers from unfair and deceptive business practices and providing consumer information;

• Assisting Florida's farmers and agricultural industries with the production and promotion of agricultural products; and

• Conserving and protecting the state's agricultural and natural resources by reducing wildfires, promoting environmentally safe agricultural practices, and managing public lands.

Source: Florida Department of Agriculture and Consumer Services Home Page, http://doacs.state.fl.us/

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AAggVVeennttuurree SSEERRVVIICCEESS

PPrrooggrraamm DDeessccrriippttiioonn The AgVenture Services program encourages the transformation process of converting raw commodity to products in an attempt to create additional jobs in the agricultural sector of the state. Based on the belief that value-added products offer the greatest potential for successful entry into regional and national markets, this new program helps would-be entrepreneurs turn their agribusiness ideas into potential business enterprises.

The program works on the assumption that enterprise owners have a unique

insight into products needed by consumers. By supplying a value-added product which fills a specifically defined market demand, they are able to focus the total marketing effort on a population segment. The buying public benefits by getting new products from which to choose and the communities benefit with new jobs.

Each participant is offered professional marketing and infrastructure assistance

in bringing a value-added product concept to market. Referrals for training and information resources are available for those who need them. A planning kit provides insight into how to develop a basic business plan, estimate costs and revenues, and project the venture’s potential for profitability. Participants are provided with information about infrastructure, marketing assistance, competitive intelligence, and other services.

Available services:

•• Lease incentives

•• Agreements for Improvement (AFI) - Shared cost for capital Improvements.

•• Competitive intelligence - Current information on Grower and Shipper Networks, and Brokers

•• Equipment Co-op - Shared cost on fixed assets and machinery.

•• Packaging Incentives - Shared cost on packaging.

•• Advertising Incentives - Shared cost on advertising.

•• Competitive Intelligence - Market News prices, trade leads, domestic and international marketing.

•• R & D on Advertising - Assistance in developing advertising programs.

The program is part of the Division of Marketing and Development of the Florida Department of Agriculture and Consumer Services.

PPrrooggrraamm TTyyppee Technical Support Marketing Support Financial Assistance

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IInnaauugguurraall DDaattee July 1, 1997 TTaarrggeett PPooppuullaattiioonn Start-up Businesses and Fledgling Enterprises. Any entrepreneurs interested in

developing a value-added agribusiness in Florida can utilize the services of this program.

EElliiggiibbiilliittyy RReeqquuiirreemmeennttss Typical participants may be starting a first business or expanding an existing

business into a new enterprise. If you are willing to work, think creatively, and assume risk, then explore the possibilities of value-added products.

Eligibility is determined after a viable proposal and business plan are submitted.

The program is based on a “shared risk and shared cost” philosophy. Cost-sharing is made available only to businesses renting space in one or more of the state’s 14 Farmer’s Markets. The program determined how the lease is structured and sets the rate for each packaged produce.

AAddmmiinniissttrraattiivvee

FFeeaattuurreess Part of the Division of Marketing and Development; a public/private effort with established working relationships with the Office Trade, state universities, the Extension Service and the USDA.

SSttaaffff LLeevveell ((FFTTEEss)) 1 FTE SSoouurrccee ooff FFuunnddiinngg Legislative Budget 11999999 AAnnnnuuaall BBuuddggeett $0 ($200,000 during the first year of operations) MMeeaassuurreess ooff PPrrooggrraamm SSuucccceessss In 1999, the program measured it success using the following criteria:

• Number of Enterprises instituted (7 businesses were either established or expanded.

• Number of business plans developed (14) • Number of prospective businesses assisted (160) • Number of inquiries facilitated (97)

Source: Les Harrison, AgVenture Services Program Coordinator, Florida Department of Agriculture and

Consumer Services Don Coker, Bureau Chief, Bureau of State Farmers Markets, Florida Department of Agriculture

and Consumer Services AgVenture Brochure Florida Department of Agriculture and Consumer Services Home Page, http://doacs.state.fl.us/

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BBUURREEAAUU OOFF DDEEVVEELLOOPPMMEENNTT AANNDD IINNFFOORRMMAATTIIOONN

PPrrooggrraamm DDeessccrriippttiioonn The Bureau of Development and Information stimulates, encourages and fosters the production and consumption of agricultural products in addition to conducting activities that nourish a better understanding and more efficient cooperation among producers, buyers, retailers, food editors and the consuming public in the promotion and marketing of Florida agriculture. The bureau is responsible for establishing and maintaining programs which will aid in the orderly marketing of agricultural products and providing efficient distribution of Florida's agricultural products.

The bureau’s goal is to extend in every practical way the distribution and sale of Florida agricultural products and services throughout the markets of the world. Activities are aimed at generating valuable export sales through market research and trade activities. Its programs and services include the following:

• Florida Agricultural Promotional Campaign (FAPC) • Trade Missions, Industry Events and Meetings • Exporting Assistance and Trade Leads • Florida Agricultural Products at FoodTrader.com • Florida Agricultural Export Directory • Export Directory Verification Form • Passport To The World: The Little Book of Exporting • Organic Certification Program • Fresh From Florida Cookbook • Tropical Fruit • 5 A Day For Better Health: How to get your kids to eat right • Florida Christmas Tree Growers • Ferns • Florida Wineries

PPrrooggrraamm TTyyppee Technical Support Marketing Support

IInnaauugguurraall DDaattee 1950s TTaarrggeett PPooppuullaattiioonn Agribusinesses

EElliiggiibbiilliittyy RReeqquuiirreemmeennttss Varies by program

AAddmmiinniissttrraattiivvee

FFeeaattuurreess Part of the Division of Marketing and Development.

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SSttaaffff LLeevveell ((FFTTEEss)) 35 FTEs SSoouurrccee ooff FFuunnddiinngg Legislative Budget; general revenue 11999999 AAnnnnuuaall BBuuddggeett No breakdown for the bureau MMeeaassuurreess ooff PPrrooggrraamm SSuucccceessss The measure of success is determined by consumer impressions and increased

sales of assisted businesses.

Source: Ted Helms, Chief, Bureau of Development and Information, Florida Department of Agriculture and Consumer Services

George Demetree, Development Representative II, Bureau of Development and Information, Florida Department of Agriculture and Consumer Services

Florida Department of Agriculture and Consumer Services Home Page, http://doacs.state.fl.us/

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DDIIVVIISSIIOONN OOFF AAQQUUAACCUULLTTUURREE

PPrrooggrraamm DDeessccrriippttiioonn Aquaculture, simply defined as the cultivation of aquatic organisms, is Florida’s

most diverse agribusiness. Over 800 aquaculturists produce the greatest variety of aquatic species of any state in the nation. United States’ aquaculture sales during 1998 were nearly $1 billion, with Florida ranking third in total sales. On a biennial basis, the Department releases surveys describing number of farms, farm size, sales, species produced and employment. Farm-gate sales have ranged over the last ten years from $35 million to as much as $102 million.

To support and plan for continued industry growth, the Florida Aquaculture Policy Act (Chapter 597, Florida Statutes) directs the Department of Agriculture and Consumer Services to carry out a variety of activities. The Division of Aquaculture is the responsible entity for the: 1) environmental management of aquaculture facilities, 2) regulation and inspection of shellfish processing plants, 3) opening/closing shellfish harvesting waters to protect human health, 4) continued productivity of oyster reefs through a restoration program and 5) issuance of leases for submerged state lands. An important component of the Act is a farmer advisory committee, the Aquaculture Review Council. The Council provides guidance to the Commissioner of Agriculture and critical input on the annual development of the Florida Aquaculture Plan. In addition, the Act directs the Department to provide assistance in the form of an Aquaculture Ombudsman to intercede on their behalf in the event of aquafarmer and local or state agency conflict.

The Division of Aquaculture produces a newsletter, Florida Aquaculture, that contains timely regulatory, scientific and service related information, and maintains a web site, http://www.FloridaAquaculture.com, that describes Division oprograms and services, current industry size and scope, and provides web links to pertinent statutes and information sources. Interested parties are welcome to contact the Division via the web site or by phone at 850/488-4033. Aquaculture Certification As stated in the Florida Aquaculture Policy Act (Chapter 597, Florida Aquaculture Policy Act), "Any person engaging in aquaculture in the State of Florida must be certified by the department". The purpose of the Department of Agriculture and Consumer Services’ Aquaculture Certification Program is to identify aquaculture producers and aquacultural products. An Aquaculture Certification number must be on all aquaculture products from harvest to point of sale. Certification identifies aquacultural products as an agricultural commodity and entitles the aquafarmer to the same benefits bestowed upon other agricultural producers. The certificate also exempts the aquafarmer from certain requirements of wild-harvested species, offers tax advantages and replaces several permits from other regulatory agencies.

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Best Management Practices for Aquaculture Effective July 1, 1998, the Florida Legislature created a program of Best Management Practices (BMPs) as a means of assuring that aquafarms do not negatively impact the environment. Certified aquaculturists who comply with BMPs will be presumed to be in compliance with state groundwater and surface water standards as well as regulations for the culture of non-native species. The BMPs have been developed in concert with each segment of the industry and are designed to eliminate cumbersome, duplicative and confusing environmental permitting and licensing, thereby allowing the aquafarmer to concentrate his/her finances and time on producing a marketable product. The Division will perform annual site visits at each certified facility to assist the aquafarmer in complying with the Best Management Practices. Shellfish Handling There are approximately 120 licensed, certified shellfish dealers in the State of Florida. Dealers are regulated so that the consuming public is assured a safe, wholesome food supply. The Division of Aquaculture establishes and enforces regulations relating to the sanitary handling, relaying, depuration, storing, packing or preserving of shellfish products. Shellfish Harvesting In Florida, oysters and clams are important aquatic species. The annual value of shellfish to the seafood industry in Florida exceeds 20 million dollars, with as many as 2,500 people employed in the harvesting, processing and distribution of shellfish. Coastal waters are classified for shellfish harvest by the Division of Aquaculture based on sanitary, hydrographic, meteorologic and bacteriological surveys. Sanitary surveys identify waters where contaminants may be present in amounts that present a health hazard; hence, should not be open to harvest. The Division continually manages 37 shellfish harvesting areas that encompass 1,421,479 acres. The goal is to provide maximum utilization of shellfish resources and to reduce the risk of shellfish-borne illness. To achieve this goal the Division operates five field offices and a water quality laboratory. Oyster Reef Restoration Since 1949 the State of Florida has operated a program to rebuild or restore oyster reefs in Apalachicola Bay and other estuaries using clean, dry oyster shell. Regional oyster processors provide shucked shell that is stored to dry and bleach in the sun. The clean shell is placed on barges and transported to reefs where it is washed overboard-using high-pressure water hoses. The shell settles to the bottom and provides hard surfaces for the attachment of larval oysters. New or restored oyster reefs may begin producing marketable product in as little as 12 to 15 months. Approximately 250,000 bushels of oyster cultch are used each year. In cooperation with regional shellfish harvester organizations the Division organizes and manages the transplant or relay of undersized or marketable oysters from closed to open waters for harvest at a later date. Rural coastal community members receive financial benefit during the transplantation process as independent contractors and later as harvesters of wholesome, marketable product. Oyster resource development has been an annual state agency activity since 1981 with an average annual transport of 200,000 bushels of oysters. State Submerged Lands Leasing The Florida Legislature and the Governor and Cabinet, sitting as the Board of Trustees of the Internal Improvement Trust Fund, have recognized that it is in the

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state's economic, resource and food production interests to promote aquacultural production by leasing sovereign submerged lands. The Division of Aquaculture administers the leasing programs for sovereignty submerged state lands and the overlying water column. The policies, conditions, and criteria for using sovereign state lands for aquacultural production are provided in the Florida Aquaculture Policy Act and the Florida Administrative Code, with authorization for their use from the Governor and Cabinet.

PPrrooggrraamm TTyyppee Environmental management, food safety, industry development and technical assistance.

IInnaauugguurraall DDaattee The Division of Aquaculture was created July 1, 1999 through a merger of the shellfish harvesting and processing program from the Department of Environmental Protection and the aquaculture program from the Department of Agriculture and Consumer Services.

TTaarrggeett PPooppuullaattiioonn Commercial aquaculturists and shellfish processors and harvesters.

EElliiggiibbiilliittyy RReeqquuiirreemmeennttss Florida residents engaging in aquaculture or shellfish harvest, handling or

processing.

AAddmmiinniissttrraattiivvee FFeeaattuurreess The Division of Aquaculture is one of 12 Divisions that compose the Florida

Department of Agriculture and Consumer Services. An elected Commissioner of Agriculture, who is also a Cabinet member, leads the Department. The Division consists of two bureaus: Aquaculture Development and Aquaculture Environmental. The Division Director’s office, located in Tallahassee, includes the two bureau chiefs and their support staff. Five field offices carryout shellfish plant inspections and shellfish harvest area testing (Panama City, Apalachicola, Cedar Key, Murdock and Palm Bay). A shellfish laboratory in Apalachicola and two contract labs complete in excess of 20,000 water samples each year.

SSttaaffff LLeevveell ((FFTTEEss)) 50 FTEs (professional and support staff)

SSoouurrccee ooff FFuunnddiinngg Annual legislative appropriations MMeeaassuurreess ooff PPrrooggrraamm SSuucccceessss The Division quantifies annual performance based on five numerical measures:

shellfish plants inspections, acres of coastal waters tested for shellfish harvesting, bushels of oyster shell and live oysters deposited, shellfish lease compliance verifications and Aquaculture Certificates of Registration issued or renewed.

Source: R. Sherman Wilhelm, Director, Division of Aquaculture, Florida Department of Agriculture and Consumer Services, 1203 Governor’s Square Boulevard, Fifth Floor, Tallahassee, Florida 32301.

Paul W Zajicek, Division of Aquaculture, Florida Department of Agriculture and Consumer Services

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DDIIVVIISSIIOONN OOFF MMAARRKKEETTIINNGG AANNDD DDEEVVEELLOOPPMMEENNTT

PPrrooggrraamm DDeessccrriippttiioonn The Division of Marketing and Development provides foreign and domestic marketing services to Florida agricultural producers, processors, shippers, wholesalers and retailers. This assistance is designed to increase their profitability and to supply quality agricultural products to consumers at reasonable prices.

The division offers multiple services essential to establishing a successful

agricultural business or enterprise. Marketing assistance is available in the form of advertising and packaging incentives, pricing information, market research and trade leads. For site location and infrastructure assistance, the program provides lease incentives, capital improvement programs, supplier information and assistance with equipment needs in available space at State Farmers’ Markets.

The division has six bureaus, four of which are directly involved in providing

market and technical support:

• Bureau of Seafood and Aquaculture • Bureau of Development and Information • Bureau of Communication and Education • Bureau of State Farmers’ Markets

The Bureau of Seafood and Aquaculture under the Division of Marketing and Development is the marketing arm for the seafood and aquaculture industry. The bureau publishes The Source, a directory of Florida seafood, aquaculture and marine life products and their suppliers. The Bureau of Development and Information administers the Florida Agricultural Promotion Campaign (FAPC). This campaign is a joint venture between the private sector and the Florida Department of Agriculture and Consumer Services. The FAPC has more than 2,100 members -- growers, shippers, distributors and retailers -- as a result of personal visits, mass media exposure, direct mailings and presentations to prospective members. The Bureau of Farmers’ Markets offers the AgVenture Services for start-up and fledgling enterprises. Both FAPC and AgVenture Services are specified by the Florida Statute.

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In addition, the division also offers the following programs and services:

• Trade Missions, Industry Events and Meetings • Exporting Assistance and Trade Leads • Florida Agricultural Products at FoodTrader.com • Florida Agricultural Export Directory • Export Directory Verification Form • Passport To The World: The Little Book of Exporting • Organic Certification Program • Fresh From Florida Cookbook • Tropical Fruit • 5 A Day For Better Health: How to get your kids to eat right • Florida Christmas Tree Growers • Ferns • Florida Wineries

PPrrooggrraamm TTyyppee Technical Support

Marketing Support Financial Assistance

IInnaauugguurraall DDaattee Information not available TTaarrggeett PPooppuullaattiioonn Florida farmers, growers, producers, processors, retailers, etc.

EElliiggiibbiilliittyy RReeqquuiirreemmeennttss Must be Florida farmer, grower, producer, processor, retailer, etc.

AAddmmiinniissttrraattiivvee

FFeeaattuurreess The division director is responsible for final determination of the activities in support of marketing and technical support including the AgVenture Services and FAPC. The Bureau Chiefs manage the day-to-day operations and participation of staff.

SSttaaffff LLeevveell ((FFTTEEss)) 202 FTEs (approximately 175 are involved at some level in the marketing effort

of Florida products). SSoouurrccee ooff FFuunnddiinngg The Florida Legislature authorizes the hiring of personnel and funds their

salaries. The amount of funding varies on an annual basis 11999999 AAnnnnuuaall BBuuddggeett $15.7 million which includes salary and expenses for 75% of the staff in the

Division MMeeaassuurree ooff PPrrooggrraamm SSuucccceessss The measure of success is determined by the number of consumer impressions,

the number of positive consumer leads obtained, the increase in the number of agri-businesses in the state, the increase in profitability by farmers, growers, producers, processors, etc., the number of business assists, and increases in the number of new businesses or enterprises in Florida.

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Source: Kerry Flack, Assistant Director, Division of Marketing and Development, Florida Department of Agriculture and Consumer Services

Joanne McNeely, Chief, Bureau of Seafood and Aquaculture Marketing, Florida Department of Agriculture and Consumer Services

Florida Department of Agriculture and Consumer Services Division of Marketing and Development Home Page, www.fl-ag.com

Florida Department of Agriculture and Consumer Services Home Page, http://doacs.state.fl.us/

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BBUURREEAAUU OOFF SSTTAATTEE FFAARRMMEERRSS’’ MMAARRKKEETTSS

PPrrooggrraamm DDeessccrriippttiioonn Florida State Farmers’ Market system is comprised of 14 wholesale produce markets and one livestock auction market. These markets specialize in fresh Florida produce. The more than 200 market tenants are responsible for marketing more than $200 million in Florida-grown agricultural products annually. Find out how this important agricultural infrastructure resource operates and how you can lease space.

The Bureau of State Farmers' Markets provides information, leadership and modern facilities necessary to move farm products from the farm to the consumer.

The bureau manages the operation of 14 state-owned wholesale shipping point farmers' markets and leases these facilities to farmers, packers, brokers, truckers and related agribusinesses. These markets specialize in fresh Florida produce.

The mission of the State Farmers' Markets program is to assist in the marketing of farm products by providing information, leadership and modern facilities necessary to move farm products from the farm to the consumer, thereby assuring the consumer a better quality product at a reasonable price and a fair return to the producer by providing a convenient, dependable place through which producers and buyers may carry on the process of marketing.

The State Farmers' Market program is authorized by Chapter 570.07 (18), Florida Statutes, "to acquire suitable sites and erect thereon necessary marketing facilities and properly equip, maintain, and operate same for the handling of all staple field crops, meats, fruits and vegetables, poultry and dairy products, and all farm and home products and for selling and loading livestock and other activities determined to be beneficial to the production or sale of agricultural products and to let or lease space therein and thereon; employ such managers and other help as may be necessary to operate the plants and the costs of operation and maintenance."

FFrruuiittss aanndd VVeeggeettaabbllee MMaarrkkeettss The 15 State Farmers' Markets are owned by the Florida Department of

Agriculture and Consumer Services, and are operated as a bureau within the Division of Marketing and Development. Self-supporting, other than the capital investment, these markets are maintained through income derived form a combination of package fees, packing house, cooler and offices rentals and truck scale fees.

Fundamentally, these markets are "built for service." Their function is to provide

facilities for assembling and marketing Florida produce. Through volume production and marketing, effective competition is assured for both small and large growers and buyers.

Services offered and methods of sale vary from market to market, including telemarketing direct sales, broker sales, etc., with shipping point inspection available. Produce often is sold by sample, resulting in satisfaction to both

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producers and buyers. The volume varies greatly with small or large truck lots supplying purchasers' needs in species or variety of produce.

Farmers and buyers receive market managers' assistance at times in marketing produce grown in the area. The markets generally are active on a seasonal basis, operating up to 24 hours daily. Market offices are open year- round to assist growers and buyers in planning a sound marketing program.

The State Farmers' Markets cooperate with other agencies of the Florida Department of Agriculture and Consumer Services, the United States Department of Agriculture, universities, and numerous other agricultural entities to extend activities and services in marketing.

LLiivveessttoocckk AAuuccttiioonn MMaarrkkeettss These markets are central points where farmers meet and sell their surplus

calves as well as purchase their livestock needs. These markets are mediums of exchange where finished and unfinished livestock are bought and sold. The markets' fee amounts to a commission by head, or on gross sales.

There are several clear-cut advantages -- to industry, to producer and to purchaser -- in using Livestock Auction Markets:

Industry: Removes poor quality livestock from the country and stimulates the use of improved sires, bulls and boars. Good livestock generally brings higher prices and the producer is more likely to receive a fair return on his investment because of the volume of livestock and the number of buyers; this, in turn, benefits the entire industry.

Producer: Sells competitively for best prices. He learns grades; studies market information so he is able to interpret market values by grades; and because of his knowledge of values, he receives full value for livestock sold.

Purchaser: Can buy in any quantity. Car lots are available, whereas in buying privately, car lot or volume requirements could not normally be filled.

PPrrooggrraamm TTyyppee Technical Support

Marketing Support Financial Assistance

IInnaauugguurraall DDaattee 1935 TTaarrggeett PPooppuullaattiioonn Florida farmers/ranchers, packers, brokers, truckers and related agribusinesses

EElliiggiibbiilliittyy RReeqquuiirreemmeennttss Producers of Florida agricultural commodities and related agri-businesses

AAddmmiinniissttrraattiivvee

FFeeaattuurreess Operated as a bureau of the Division of Marketing and Development within the Florida State Department of Agriculture and Consumer Services

SSttaaffff LLeevveell ((FFTTEEss)) 56 FTEs SSoouurrccee ooff FFuunnddiinngg Package fees, packing house, cooler and offices rentals and truck scale fees

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11999999 AAnnnnuuaall BBuuddggeett $2.8 million MMeeaassuurree ooff

PPrrooggrraamm SSuucccceessss More than 25 million units of fresh fruits and vegetables valued at more than $225 million are annually sold through the 15 State Farmers' Markets.

Nearly a billion units of fresh fruits and vegetables valued at more than $5.5 billion have been sold through the State Farmers' Markets since the first one opened in 1935.

Source: Don Coker, Bureau Chief, Bureau of State Farmers Markets, Florida Department of Agriculture and Consumer Services

Florida Department of Agriculture and Consumer Services Division of Marketing and Development Home Page, www.fl-ag.com

Florida Department of Agriculture and Consumer Services Home Page, http://doacs.state.fl.us/

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FFLLOORRIIDDAA AAGGRRIICCUULLTTUURRAALL PPRROOMMOOTTIIOONNAALL CCAAMMPPAAIIGGNN

PPrrooggrraamm DDeessccrriippttiioonn The Florida Agricultural Promotional Campaign (FAPC), better known as the “Fresh from Florida”, is an identification and promotional program designed to boost the image of Florida agriculture and increase sales by helping consumers easily identify and purchase Florida agricultural commodities, enhancing product marketability.

The Florida Legislature authorized the Florida Agricultural Promotional Campaign

in 1990. The Florida Department of Agriculture and Consumer Services was designated to implement the program, following guidelines established by an advisory council. The council was composed of producers, shippers, packers, retailers, and commodity association representatives.

The multimedia campaign also helps increase public awareness of the

importance of Florida’s $6 billion agriculture industry to the state’s economy. The FAPC program provides an opportunity for the agricultural industry to benefit from a multi-tiered advertising campaign coordinated by the Florida Department of Agriculture and Consumer Services.

Those participating in the program are authorized to use a distinctive logo, so

that consumers can easily identify Florida agricultural products at the retail level. The distinctive logo enables consumers to Advertising products with the logo increases consumer awareness of availability and freshness of Florida products and increases your sales. Many retail stores are also using materials, which feature the colorful logo. In addition, radio, television, print and billboard advertising is utilized to promote Florida agricultural products domestically and overseas.

Benefits Participants benefit from this multi-media advertising campaign by placing FAPC logos on their products and packaging enabling consumers to easily identify and purchase Florida-grown products. Through advertising of products with the Fresh from Florida and From Florida logos, increased consumer awareness of the availability and freshness of Florida products may lead to increased sales. Participants …: • Receive the artwork of the Fresh from Florida logos to use on your products,

packaging and promotional items. The logos automatically tie you into inclusive FAPC media advertising and tout Florida products.

• Receive benefits from retailers promoting Florida agricultural products when they cooperatively advertise the logos in their newspaper and home circular advertisements.

• Receive retail promotional material including recipe brochures, nutritional and care-handling information is provided to member upon request for use at local fairs, tasting demonstrations and other similar activities. Department

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representatives distribute point-of-purchase display material to major retail grocery stores.

• Receive a department produced Fresh From Florida promotional magazine and directory, which serve as communication tools for members and their buyers. All members are listed in the directory, which is distributed by mail and at food industry trade show throughout the world. Each magazine issue highlights specific FAPC members and informs all recipients of specific FAPC promotions and related industry events.

• Members have the opportunity to move Florida agribusiness into the forefront of the electronic age through a joint venture with Foodtrader.com, the most comprehensive online business-to-business (B2B) marketplace. FAPC members are linked to this site through the Fresh From Florida pavilion worldwide exposure in specific commodity areas.

• Members receive food industry trade show assistance at a greatly reduced cost. Department representatives coordinate the purchase of booth space; exhibit design, promotional material and product transportation arrangements.

• Members can take advantage of the logo incentive program. The purpose of the logo incentive program is to provide participating agricultural entities with the opportunity to offset a portion of their consumer packaging and carton printing cost up to $3,500 when Fresh from Florida logo identifier is used.

• Members receive a 30” by 40” aluminum sign customized with your business name. The sign is white and blue lettering and features the full-color “Fresh from Florida” logo. (Retail members or complimentary members are unable to participate in this benefit)

Logos Currently, members are using FAPC logos on everything from packaging materials to point-of-purchase materials. FAPC logos can be seen in Gulf waters on fishing boats and up and down the highways on trucks. As an FAPC member, participants are entitled to utilize logos on products to which they apply.

PPrrooggrraamm TTyyppee Marketing Support

IInnaauugguurraall DDaattee The Florida Legislature authorized the Florida Agricultural Promotional Campaign in 1990.

TTaarrggeett PPooppuullaattiioonn The Florida Agricultural Promotional Campaign (FAPC) identifiers are available

to any person or organization who is a registered participant of the FAPC for use in marketing Florida-produced agricultural products. This person must comply with the law as provided by Part II of Chapter 571, Florida Statutes.

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EElliiggiibbiilliittyy RReeqquuiirreemmeennttss FACP Membership Requirements are as follows:

1. Definitions

a. Agricultural Product - any fresh or processed apicultural, aquacultural, avicultural, dairy, horticultural, fish or seafood, livestock, forestry, viticultural, agricultural, or other farm or garden product.

b. Apicultural - activities associated with bees or the production of honey. c. Aquaculture/Fish/Seafood Industry/Professional Fisherman - a

person who works within the distribution chain dealing with aquaculture, fish or seafood and buys either a Wholesale or Retailer Seafood Dealers License or Saltwater Products License. All or part of these fees are deposited in the Saltwater Products Promotion Trust Fund through which their FAPC membership dues are paid.

d. Aviculture - activities associated with birds, including but not limited to,

poultry, ostrich, and emu. e. Broker - a person who supplies agricultural products or agricultural

based products to retailers, wholesalers or food service organizations. f. Commissioner - the Florida Commissioner of Agriculture. g. Equestrian - activities associated with the care and training of horses. h. Nonprofit/Allied Organization - a unified group supporting the efforts of

the campaign. i. Package - package traditionally used for shipping product. j. Person - an individual, firm, partnership, corporation, association,

business, trust, legal representative or any business unit. k. Processor - a person who improves an agricultural product, including

but not limited to, freezing, heating or chemically treating, to add value to the product.

l. Producer - a person who grows, raises or produces agricultural

products. m. Retailer/Wholesaler/Food service - a person who sells agricultural

products or agricultural based products to consumers or small retail outlets.

n. Shipper/Packer/Repacker - a person who processes, packs, ships

and/or repacks agricultural products or agricultural based products. o. Shipper/Packer/Repacker: Horticulture Industry - a person who ships,

packs and/or repacks horticulture products. p. Viticulture - activities associated with the growing of grapes in Florida

and the value-added products derived.

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q. Volunteer/Education Organization - non-agricultural organization or a group within the education system.

2. Identifiers

a. The Fresh from Florida identifier may be used on all fresh Florida

agricultural products by FAPC members. b. The from Florida identifier may be used by FAPC members on Florida

agricultural or Florida agricultural based products that are not perceived as "fresh" products, including, but not limited to, frozen, heat or chemically treated products.

c. The from Florida USA identifier may be used by FAPC members on

Florida agricultural or Florida agricultural based products that are not perceived as "fresh" products, including, but not limited to, frozen, heat or chemically treated products marketed internationally.

3. Use of the FAPC Identifiers FAPC members will receive, upon request, point of purchase materials, camera-ready art work of the identifier(s) and other pertinent information concerning the program from the Florida Department of Agriculture and Consumer Services. The FAPC identifiers may be used on labels, packages, cartons and merchandising materials as well as in sales promotions and in media advertising. To maintain the integrity of the program, it is recommended that the FAPC identifiers be used on top quality products. Logos can be used only by FAPC members. The FAPC identifiers are registered with the Florida Department of State. The Fresh from Florida identifier has been registered with the U.S. Patent and Trademark Office. 4. Design of the FAPC Identifiers Reproduction of the FAPC identifiers shall be made only from camera ready art work provided by the Florida Department of Agriculture and Consumer Services. The appropriate identifier may be printed in the colors designated on the camera ready art work. Packers using the logo on their printed packages may print the logo in one of the colors already used. (Florida Department of Agriculture and Consumer Services' Bureau of Development and Information personnel are available, upon request, to offer suggestions or recommendations on reproduction of the FAPC identifiers.) 5. Registration Membership in the FAPC is required for use of the FAPC identifier and participation in its programs. Each person/organization shall renew their membership registration before July 1 of each year. To obtain membership, applicant must register with the Florida Department of Agriculture and Consumer Services and pay the appropriate registration fee. Registration is not transferable.

FLORIDA

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AAddmmiinniissttrraattiivvee FFeeaattuurreess The Florida Department of Agriculture and Consumer Services was designated

to implement the program, following guidelines established by an advisory council. The council was composed of producers, shippers, packers, retailers, and commodity association representatives.

Guidelines for the program are established by an advisory council made up of

producers, shippers, packers. retailers, commodity association representatives, a representative from the Department of Agriculture and Consumer Services, and a consumer. These individuals are appointed by the Florida Agriculture Commissioner, Bob Crawford to ensure the smooth operation and success of the program. The advisory council meets regularly and its members use their expertise to develop effective strategies for the campaign.

SSttaaffff LLeevveell ((FFTTEEss)) All employees of the Division of Marketing and Development are involved in one

way or another with the program. SSoouurrccee ooff FFuunnddiinngg The Florida Legislature appropriations, federal funds. The program also applies

for funding from private commodity associations. 11999999 AAnnnnuuaall BBuuddggeett $500,000 MMeeaassuurree ooff PPrrooggrraamm SSuucccceessss The measure of success is determined by consumer impressions and increased

sales of assisted businesses.

Source: George Demetree, Development Representative II, Bureau of Development and Information, Division of Marketing and Development, Florida Department of Agriculture and Consumer Services

Florida Department of Agriculture and Consumer Services Division of Marketing and Development Home Page, www.fl-ag.com

Florida Department of Agriculture and Consumer Services Home Page, http://doacs.state.fl.us/