Office of Program Policy Analysis and Government Accountability
Office of Program Policy Analysis and Government Accountability

Department of Agriculture and Consumer Services

Marketing and Development

What is the purpose of the division?

 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.

How is the division organized?

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.

How did the division help agricultural producers and businesses during the last fiscal year?

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 2019-20,  $377 million in sales of agricultural and seafood products were generated by tenants at state farmer's markets, and $29 million in sales were reported by participants at domestic and international trade events. During the same period, the division provided 545,000 marketing assists to producers and businesses. Of 28 million Fresh From Florida consumer exposures, 8.3% were converted to engagements.

How are these activities funded?

Fiscal Year: 2021-22
Fund Salary Rate/ Position General Revenue Trust Funds
SALARY RATE
POSITIONS
SALARIES AND BENEFITS
FROM GENERAL REVENUE FUND
FROM GENERAL INSPECTION TRUST FUND
FROM AGRICULTURAL EMERGENCY ERADICATION TRUST FUND
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
FROM SALTWATER PRODUCTS PROMOTION TRUST FUND
FROM FLORIDA AGRICULTURAL PROMOTION CAMPAIGN TRUST FUND
OTHER PERSONAL SERVICES
FROM GENERAL REVENUE FUND
FROM AGRICULTURAL EMERGENCY ERADICATION TRUST FUND
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
EXPENSES
FROM GENERAL REVENUE FUND
FROM GENERAL INSPECTION TRUST FUND
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
FROM SALTWATER PRODUCTS PROMOTION TRUST FUND
FROM VITICULTURE TRUST FUND
FROM FLORIDA AGRICULTURAL PROMOTION CAMPAIGN TRUST FUND
OPERATING CAPITAL OUTLAY
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
SPECIAL CATEGORIES
GRANTS AND AIDS - VITICULTURE PROGRAM
FROM VITICULTURE TRUST FUND
SPECIAL CATEGORIES
FLORIDA AGRICULTURE PROMOTION CAMPAIGN
FROM GENERAL REVENUE FUND
FROM AGRICULTURAL EMERGENCY ERADICATION TRUST FUND
SPECIAL CATEGORIES
FEDERAL VALUE OF PRODUCTION SPECIALTY CROP GRANT
FROM FEDERAL GRANTS TRUST FUND
SPECIAL CATEGORIES
FEDERAL SUPPORT FOR FLORIDA AGRICULTURE PROMOTIONS
FROM FEDERAL GRANTS TRUST FUND
SPECIAL CATEGORIES
CONTRACTED SERVICES
FROM GENERAL REVENUE FUND
FROM GENERAL INSPECTION TRUST FUND
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
FROM SALTWATER PRODUCTS PROMOTION TRUST FUND
FROM FLORIDA AGRICULTURAL PROMOTION CAMPAIGN TRUST FUND
SPECIAL CATEGORIES
AGRICULTURAL LEADERSHIP AND EDUCATION
FROM GENERAL INSPECTION TRUST FUND
SPECIAL CATEGORIES
RISK MANAGEMENT INSURANCE
FROM GENERAL REVENUE FUND
FROM GENERAL INSPECTION TRUST FUND
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
FROM SALTWATER PRODUCTS PROMOTION TRUST FUND
SPECIAL CATEGORIES
TRANSFER TO DEPARTMENT OF MANAGEMENT SERVICES - HUMAN RESOURCES SERVICES PURCHASED PER STATEWIDE CONTRACT
FROM GENERAL REVENUE FUND
FROM GENERAL INSPECTION TRUST FUND
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
FROM SALTWATER PRODUCTS PROMOTION TRUST FUND
FROM FLORIDA AGRICULTURAL PROMOTION CAMPAIGN TRUST FUND
GRANTS AND AIDS TO LOCAL GOVERNMENTS AND NONSTATE ENTITIES - FIXED CAPITAL OUTLAY
FLORIDA AGRICULTURAL AND MECHANICAL UNIVERSITY BROOKSVILLE AGRICULTURAL ENVIRONMENTAL RESEARCH STATION
FROM GENERAL REVENUE FUND
GRANTS AND AIDS TO LOCAL GOVERNMENTS AND NONSTATE ENTITIES - FIXED CAPITAL OUTLAY
AGRICULTURAL PROMOTION AND EDUCATION FACILITIES
FROM GENERAL REVENUE FUND
TOTAL
15,942,823
15,051,779

Where can I find related OPPAGA reports?

A complete list of related OPPAGA reports is available on our website.

Where can I get more information?

What are the applicable statutes?

Chapters 504, 535, 571, 573, 574, 597, 599, 603 Part II, and 616, and ss. 20.14, 403.714, 534.47 through 534.53, and 600.051, Florida Statutes.

Whom do I contact for help?

Division of Marketing and Development, 850-617-7300

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