Marketing Malfunction Stunting Growth Of Florida Strawberries
March 18, 2016 
Photo courtesy of UF/IFAS
According to a new University of Florida study, most out-of-state consumers enjoy Florida strawberries, but many don’t even know when they are available at their grocery stores. With more than three quarters of Florida’s strawberries shipped to American markets east of the Mississippi River, the study is troubling, said Joy Rumble, a UF/IFAS Assistant Professor of Agricultural Education and Communication.
“Eastern U.S. consumers’ lack of awareness or misperceptions about Florida strawberries is likely due to our winter growing season and consumers looking primarily at the quality and price of the fruit when considering a strawberry purchase, rather than growing location listed on the label,” Rumble said. “Several consumers were surprised to learn that our growing season was in the winter because they are used to strawberries being available in the summer, or they thought that Florida should be able to grow strawberries all year round because of our warm climate.”
Loading ...Rumble and a team of researchers from the UF/IFAS Center for Public Issues Education conducted 10 focus groups in five cities east of the Mississippi River. The cities included Charlotte, NC; Nashville, TN; Columbus, OH; New York City; and Boston.
The goal of UF/IFAS researchers was to determine consumers’ purchasing intent so they could develop marketing strategies for Florida strawberries in competitive markets.
Consumers also reported not regularly looking at the growing location on strawberry packaging. This finding provides an opportunity for increased promotion and marketing of Florida strawberries to increase demand throughout the eastern U.S., Rumble added.
Using a state branding campaign, such as Fresh from Florida, helps boost consumer awareness and reinforce positive attitudes they have toward Florid strawberries, the study concludes.
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