The Division of Marketing and Development provides professional marketing services to promote the sale of Florida agricultural products and foster efficient cooperation among producers, buyers, and consumers. To increase consumption of Florida-grown commodities, the division administers the "Fresh From Florida" program using marketing tools such as retail partnerships, nutrition education, and product promotions. The division also operates twelve State Farmers Markets, issues permits for county fairs, and gathers Florida agricultural data and statistics to assist producers in making production and marketing decisions.

The division is organized into a director's office, four bureaus, and two sections.

The Bureau of Education and Communication provides creative design and production services that facilitate a variety of promotional, marketing, and public awareness campaigns. The bureau helps educate and inform consumers about department activities through brochures and other print publications, graphic presentations, television and radio projects, and social media.

The Bureau of Seafood and Agriculture  works to enhance cooperation among producers, buyers, retailers, food editors, and the public in the promotion and marketing of Florida seafood and agricultural products.

The Bureau of State Farmers Markets assists in the marketing of farm products by providing modern marketing facilities necessary to move farm products from the farm to the consumer. There are twelve State Farmers Markets that offer attendant services such as produce refrigeration, truck weigh scales, packing houses, coolers, offices, farm supply, restaurants, and produce brokerage sales.

The Bureau of Strategic Development provides research and analysis to assist agricultural producers in developing markets around the globe. The bureau provides operational oversight and guidance on a variety of topics with the objective of optimizing internal performance, strengthening outputs, and enhancing overall understanding. Bureau staff analyze historical and trend analysis, database development and management, weather and adverse impact, global production, and other data, as well as conducting business and consumer surveys and focus groups.

The Trade Development Section serves as primary department liaison for state/federal cooperative programs. The office develops executive trade mission recommendations and implements mission plans, and provides assessment reports outlining recommended trade events and their anticipated impacts.

The Industry Relations Section recruits and retains Fresh From Florida members. Staff creates partnerships with industry representatives and assists in cooperative branding/ marketing efforts, as well as developing programs that broaden the reach of the Fresh From Florida brand.

The division markets Florida agricultural products in national and international markets to increase the baseline reach and enhance sales opportunities through the Fresh from Florida Campaign. It measures its performance by calculating a rate of Fresh from Florida consumer exposures to engagements.

In Fiscal Year 2021-22, $769.8 million in sales of agricultural and seafood products were generated by tenants at state farmer's markets, but nearly all tradeshows in which the division normally participates were either canceled or hosted virtually due to the COVID-19 pandemic. During the same period, the division provided 796,872 marketing assists to producers and businesses. Of 64.3 million Fresh From Florida consumer exposures, 19.6% were converted to engagements.

Regulatory Changes for Public Institutions and State Agencies. The 2023 Legislature enacted Ch. 2023-154, Laws of Florida, which, among other provisions, requires state agencies, universities, and colleges to give preference to food commodities grown or produced in the state by 2025 or the expiration of any existing food service contract.

Websites of Interest
Fresh From Florida
U.S. Department of Agriculture
U.S. Department of Agriculture, Agricultural Marketing Services Program
Florida Agricultural Statistics Service

Performance Information

Division of Marketing and Development, 850-617-7300
Website