OPPAGA text logo with graphic of FL historic capitol
OPPAGA text logo with graphic of FL historic capitol

Department of Agriculture and Consumer Services

Marketing and Development

What is the purpose of the division?

The Division of Marketing and Development promotes Florida products and facilitates agricultural commerce through a variety of programs and initiatives. These programs and initiatives include the operation of twelve State Farmers Markets that provide Florida producers the opportunity to sell directly to the consumer; the administration of the Fresh From Florida program, which helps Florida producers market their products; and the gathering of agricultural data and compilation of current statistics that 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.
  • 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.
  • Bureau of Seafood and Agriculture Marketing works to enhance cooperation among producers, buyers, retailers, food editors, and the public in the promotion and marketing of Florida seafood and agricultural products.
  • 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.
  • 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?

During Fiscal Year 2019-2020, the division conducted numerous campaigns promoting Florida commodities through various types of media, retail activations, and trade shows. The multi-media, multi-state campaigns have promoted awareness of Florida agriculture resulting in tens of millions of consumer impressions. Combined, the division's marketing teams have conducted 49 campaigns, 1,476 events, and supported 120 different Fresh From Florida products. The division worked with 39 retail partners and had more than 9,565 stores worldwide generate $136 million in additional revenue for farmers.

How are these activities funded?

Fiscal Year: 2020-21
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
ACQUISITION OF MOTOR VEHICLES
FROM FLORIDA AGRICULTURAL PROMOTION CAMPAIGN 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
FIXED CAPITAL OUTLAY
CODE AND LIFE SAFETY - STATE FARMERS' MARKETS - STATEWIDE
FROM MARKET IMPROVEMENTS WORKING CAPITAL TRUST FUND
GRANTS AND AIDS TO LOCAL GOVERNMENTS AND NONSTATE ENTITIES - FIXED CAPITAL OUTLAY
FLORIDA HORSE PARK
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
4,388,641
14,760,599

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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