Department Partners With Waitrose Stores To Promote Florida Pink Grapefruit In England

Shoppers in England will have the opportunity to “taste the warmth of Florida sunshine” during January and February when Florida pink grapefruit are featured in 220 Waitrose stores in and around London. The promotion builds upon a multiyear marketing relationship between Waitrose and the Florida Department of Agriculture and Consumer Services

“We are very happy to again partner with Waitrose so that shoppers can enjoy Florida’s world-famous pink grapefruit,” Florida Agriculture Commissioner Charles H. Bronson said. “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 Waitrose promotion, the upscale chain will feature in-store product signs produced by the department touting the theme “Taste the Warmth of Florida Sunshine.” Recipe cards for Florida pink grapefruit will also be available to Waitrose shoppers. In addition, the Florida pink grapefruit promotion will be featured in a half-page ad in “Waitrose Magazine.”
The promotion was originally planned for the month of January, with FDACS providing marketing and advertising dollars. However, Waitrose marketing executives decided to extend the promotion through February, absorbing all costs for the second month, to help maximize the exposure of the Florida pink grapefruit marketing initiative.