Waitrose is boosting its Florida grapefruit offer with various promotional materials in its London outlets.
The pink grapefruit is scheduled to be featured in promotions at 220 Waitrose stores in and around London through January and February.
The news was announced in a release from the Florida Department of Agriculture and Consumer Services (FDACS), which has had a marketing relationship with Waitrose over several years.
Florida agriculture commissioner Charles Bronson said: “We are very happy to again partner with Waitrose so that shoppers can enjoy Florida’s world-famous pink grapefruit.
“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.”
The deal originally was planned to just last through January, with the FDACS providing the marketing and advertising funds. This time, however, Waitrose plans to extend the promotion by a month, absorbing all costs for the second month.
The promotion includes in-store product signs produced by the FDACS under the strapline “Taste the warmth of Florida sunshine,” recipe cards and half-page ads in Waitrose Magazine.
The overall programme has grown from two grocery chains and 298 stores to 40 chains and more than 10,000 stores.
Promotions with Waitrose have generated an additional $6 million (£3.7m) in farm-gate receipts for Florida growers over the years, according to the release.
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