By:
Carolina Revilla-Vendrame

Source:
Ray Rafie (305) 248-3311, ext. 231
Joe Garofalo (305) 248-3311, ext. 223

Homestead, Fla. — The agricultural industry is undergoing rapid changes with retail consolidation, globalization, product proliferation and changing consumer demands. To help the South Florida agricultural community stay abreast of these changes, the University of Florida Extension Service is hosting a marketing workshop, “Staying Competitive in Agriculture: Understanding Your Market,” Dec. 3, 2002, 8:30 a.m. to 2 p.m. in Homestead.

The seminar will be held at the Miami-Dade County Cooperative Extension Auditorium, 18710 S.W. 288th St. (Biscayne Drive at Redland Road) and is intended for all industry sectors, including nursery, vegetable and fruit growers, along with brokers and landscape companies. Presenters will include two UF professors and two private-sector industry leaders.

John Haydu, a professor at UF’s Mid-Florida Research and Education Center in Apopka, will discuss niche marketing, and Alan Hodges from UF’s food and resource economics department will talk about cost analysis for agricultural businesses.

Bruce Axtman from the Perishables Group and Heidi McIntyre from McIntyre Marketing will review the importance of strategic planning, explain how to develop a long-term vision in the changing marketplace and provide insight into building effective retail partnerships.

“The produce distribution system in the United States has undergone fundamental change.” Axtman said. “New rules are being written that apply to everyone. The era of simply selling what you grow is nearly gone. Success tomorrow will require growing what the consumer wants, fact-based selling and increased marketing sophistication.”

“We’re very excited to host this seminar because our goal is to provide the South Florida agricultural community with tools and tips to help them become more focused on marketing and staying competitive in theses changing times,” said Ray Rafie, an agriculture development agent with the UF’s Miami-Dade County Cooperative Extension Service.

With more than 20 years of retail experience, the Perishables Group works closely with growers, shippers, brokers/distributors and commodity boards to develop strategic plans, category management programs and marketing support initiatives. The Perishables Group’s client base includes the Washington Apple Commission, Chiquita Fresh North America, Tanimura & Antle, Inc., the U.S. Potato Board, the Mushroom Council, California Strawberry Commission, Produce Marketing Association, Super Target, Safeway and Albertson’s.

McIntyre, an Orlando-based marketing consultant, serves clients in the produce industry.

The cost for this program is $12.50 per person, which includes lunch. Register by Nov. 26. To register, call Lize Luna at (305) 248-3311, ext. 242.

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