The Florida Department of Citrus, the executive agency of Florida government charged with the marketing, research and regulation of the Florida citrus industry, has appointed Midsummer Marketing to handle European promotions for fresh Florida Grapefruit.
According to Midsummer Marketing, which is a specialist provider of marketing, representation and consultancy services in the UK, Europe, and Middle East for American agricultural commodity organisations, the campaign will focus on the fruit’s superior taste and quality, capitalising on the successful “There’s Amazing Inside” theme.
“Our aim is to translate growing interest for fresh Florida Grapefruit into sales for Florida’s citrus growers,' said George Smith, managing director at Midsummer Marketing. 'Our strategy will be to target key trade importers, category managers and retail buyers in the EU market. We plan to provide sampling, display materials and consumer incentives for choosing the world’s tastiest grapefruit.”
The campaign will focus on providing seamless promotional support for the European Florida Grapefruit importers, distributors and retailers, with Midsummer Marketing confident that the response to the new Florida citrus industry initiative will be very positive.
“We are delighted to have been chosen by the Florida Department of Citrus to represent them in the European market,' said Samantha Lane, director of global marketing at the Florida Department of Citrus. “Europe has long been, and continues to be, an important market for the Florida Citrus industry. We look forward to working with the talented team at Midsummer Marketing to help further support importers, distributors and retailers as they provide great tasting and premium Florida Grapefruit to their customers.”
