Florida Produce Gets a Boost

Sampling, stories, and promotions on tap in supermarkets this fall.

With consumers concerned about spending amid rising grocery prices and economic uncertainty, retailers plan to spark sales of Florida produce this fall with sampling programs, price promotions and storytelling.

Stew Leonard’s, operator of eight fresh-themed grocery stores in Connecticut, New York and New Jersey, will kick off its Florida citrus sales with a price promotion for navel oranges, at four for $5 or five for $5, says Charles Yeh, director of produce for the Norwalk, CT-based retailer.

“Our produce managers like to start with a good price on a seasonal item like this, especially when the brix is right. Customers will fall in love with the taste and be back to buy them throughout the season,” says Yeh.

Florida is famous for its abundant supplies of citrus and fresh vegetables in the fall and early winter, but because it is hurricane season, weather adds uncertainty to the supply chain.

“We watch hurricane season very closely, as large-scale wind and rain events can damage crops in Florida,” says Yeh. “We are in constant communication with our growers during this time of year.”

For now, Florida growers anticipate a strong fall this year, says Christina Morton, director of communications for the Florida Fruit & Vegetable Association (FFVA) based in Winter Park, FL.

“Growers are committed to providing reliable quality and consistent volumes to their customers. They are optimistic and remain focused on bringing fresh fruits and vegetables to the tables of millions of American consumers without interruption.”

Florida is the primary source on the Eastern Seaboard for domestically grown produce from fall through winter. The state’s diverse array of fruits and vegetables includes bell peppers, cabbage, celery, cucumber, eggplant, grapefruit, leafy greens, oranges, snap beans, squash, sweet corn, tangerines and other specialty citrus, tomatoes, and watermelon.

CONSUMERS STILL WANT FRESH

Consumers remain cautious about spending this fall. Nevertheless, the outlook for fresh produce and other essential purchases is steady, compared with fall 2024, according to the international business consulting firm McKinsey & Company, which tracks consumer sentiment each quarter.

While consumers say they will cut back on non-essential items, the New York-based company’s August 2025 report revealed two-thirds of survey respondents expect to spend the same amount on fresh produce this year versus 2024, with 24% saying they will spend more.

“It could be the case where people might say they’re not going to buy fresh and might buy frozen or canned corn because it’s cheaper,” says Jonathan Allen, farm manager of RC Hatton Farms based in Pahokee, FL. The family-owned grower supplies sweet corn in tray packs to Lakeland, FL-based Publix Super Markets.

FRESH FROM FLORIDA BRAND BOOST

Florida produce continues to get a helping hand from a robust state-funded marketing program managed by the Florida Department of Agriculture and Consumer Services (FDACS) based in Tallahassee, FL. The FDACS incentivizes consumers to buy “Fresh From Florida” produce with digital coupons and cash-back promotions, along with advertising across several platforms.

FFVA’s Morton calls the “Fresh From Florida” branding program an invaluable partner in providing farmers with resources to market their produce to a national and global audience. “It is a recognizable brand that makes Florida produce easy to identify in-store.”

Sprouts Farmers Market, a retailer based in Phoenix, AZ, works with local farmers in the communities where it operates and participates in the FDACS “Fresh From Florida” program.

With 455 stores across 24 states, including 58 locations in Florida, Sprouts sources Sunshine State produce in the fall from numerous growers. Lauren Frank, manager of public relations for Sprouts, says they include Alderman Farms, Boynton Beach, FL; Noble Citrus, Winter Haven, FL; Southern Valley, Norman Park, GA; Grimes Produce Company, Plant City, FL; and C&B Farms, Clewiston, FL.

“We’ve seen strong growth in our Florida sourcing programs and continue to expand each year — introducing new crops and working closely with growers to bring innovation to the market.”
— Lauren Frank, Sprouts Farmers Market, Phoenix, AZ

“Florida is a key hub for our local and regional sourcing team, where collaboration with growers helps us test new opportunities, broaden our assortment, and excite customers,” says Frank.

CITRUS IN SPOTLIGHT

Florida citrus enjoys star status in produce departments in the fall and winter, and one grower at least expects shoppers to buy more grapefruit this year. Derek Rodgers, director of sales and marketing for Dundee, FL-based Florida Classic Growers, says the company’s grapefruit volume continues to grow.

“People are re-remembering the benefits of grapefruit. It’s a fantastic source of vitamin C, as well as a great way to boost your cortisol in the mornings.”
— Derek Rodgers, Florida Classic Growers, Dundee, FL

Rodgers is optimistic about this year’s citrus crop. “Quality is looking excellent. With our C.U.P.S. (Citrus Under Protective Screen) program, as well as our aggressive outdoor plantings, we are gearing up for a great season,” he says.

Florida Classic Growers includes the “Fresh From Florida” logo on its packaging.

Stew Leonard’s has several sales tactics for citrus in store. “We work with our farmers in Florida year-round, but during the fall and early winter, we have a big focus on citrus from Florida, including oranges, navel oranges, Cara Cara navel oranges, and freshly squeezed juices,” says Yeh.

Allen of RC Hatton Farms says telling stories about growers is a good tactic. “We actually have done things like that,” he says. “There seems to be a pretty big disconnect between the public and farmers, and that their food comes from farmers and not the warehouse of Publix or Walmart or Kroger,” he says.

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Florida Produce Shines With ‘Fresh From Florida’ Retail Promotions

Florida produce is getting a boost this fall from increased advertising in stores and beyond.

The Sunshine State’s two largest supermarket chains, Publix and Winn-Dixie, will start running shopping cart ads in November, two months earlier than in 2024. The ads are part of the multi-pronged state-funded “Fresh From Florida” branding and marketing program to promote Florida commodities run by the Florida Department of Agriculture and Consumer Services (FDACS) based in Tallahassee, FL.

“Fresh Flavor is Always Grown Local,” the shopping cart ads say against a colorful photo of Florida produce.

Shoppers will also see floor decals touting Florida produce in Winn-Dixie stores in the state, says Susie McKinley, director of the FDACS division of marketing and development.

Publix, based in Lakeland, FL, has more than 900 stores in the state. Winn-Dixie, based in Jacksonville, FL, a division of Southeastern Grocers, currently has some 340 stores in the state.

In all, “Fresh From Florida” has more than 100 retail partners in more than 10,000 stores across 23 countries, says McKinley. “Fresh From Florida” is partnering with multiple retailers to promote Florida produce with digital coupons.

“Retailers can drive sales by sourcing Florida produce and engaging in ‘Fresh From Florida’ branded promotions,” says McKinley.

SEASONAL SPOTLIGHT

This fall, several “Fresh From Florida” retail partners have special promotions that will highlight the variety of seasonal produce grown in the state. The Fresh Market, based in Greensboro, NC, will showcase Florida tomatoes, sweet corn, green beans, and grapefruit throughout the fall and winter on sponsored livestream events, says McKinley.

Publix will conduct in-store sampling events of “Fresh From Florida” produce, including Florida tangerines.

Consumer-focused digital couponing this fall will include “Fresh From Florida” promotional incentives through the cash-back apps Ibotta and Shopkick. “Consumers see promoted ‘Fresh From Florida’ products on the apps. When consumers purchase ‘Fresh From Florida’ produce, they upload their receipt to the app, and once verified, they receive a promotional offer,” says McKinley.

These special promotions are in addition to “Fresh From Florida” circular ad promotions.