UK retailer Waitrose is set to welcome Florida-grown pink grapefruit to its shelves in January and February as part of a promotional campaign taking place under the banner 'Taste the Warmth of Florida Sunshine'.
The campaign, which will see 220 Waitrose stores in and around London stock the fruit, builds upon a long-running marketing relationship between Waitrose and the Florida Department of Agriculture and Consumer Services (FDACS).
'We are happy to again partner with Waitrose so that shoppers can enjoy Florida's world-famous pink grapefruit,' said Florida agriculture commissioner Charles Bronson. 'In addition to helping brighten the winter for many Londoners, the increased sales generated by this retail marketing campaign will be good news for Florida's growers.'
As part of the promotion, the retailer will feature in-store product signs, recipe cards and an article in its publication, 'Waitrose Magazine'.
Previous promotions with Waitrose have generated an additional US$6m (€4m) in total farmgate receipts for Florida growers, based of export increase information from the USDA and the FDACS.
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